HeartSong Holistic Health is an organization that promotes the teaching and knowledge of yoga, meditation, and holistic living. One of the lead members approached me and asked if I could design a logo for them and apply it to some branding material. For an explanation of my process designing this logo, scroll down to the "About the Process" section at the bottom of this page.
The heart is meant to be representative of the spirit and soul of a person. The flowing ribbon is meant to be the energy given off by the spirit, as well as the energy received by the spirit. The teal color is meant to represent calming emotions and energy. I wanted the logo to get the concept of holistic living across, while still being approachable.
Brand Identity and Application
The logo's main purpose was to be used on business cards, and displayed on a website. Below are examples of both applications.
I wanted to demonstrate how else this logo could be applied to products should the business owners decide to expand their brand.
About the Process
Brainstorming & Sketching
Originally, I began my brainstorming process with the vision of a five petaled lotus flower as the logo for HeartSong Holistic Health. The five petals were meant to represent the five yamas and five niyamas in the practice of yoga.
From there, I brought the sketches into Illustrator and played with font and color choices. I sent the client this rough Illustrator sketch.
A More Concrete Concept
The client liked the teal color, and the use of a heart, but she had a different vision in mind. She sent me a rough idea of a heart with a ribbon flowing off of it and asked me to create something similar. I began drawing once again and delivered the following sketches.
From there, I brought the sketches into Illustrator and began mocking up what the logo might look like with various font and style choices. I first began with a rough sort of sketchy variation of the logo.
The client liked the ribbon and the heart, as well as the colors. However, she chose to go with the last font on the left (Garton Medium), and asked for the graphic to be less sketchy and more vector-like. She also wanted to see how the logo would look with a lighter teal, as well as a gradient in the heart.
The Final Product
It was then decided to keep the teal bold and solid, and create the logo so it may be used on both black and white backgrounds. This logo is meant to be used on business cards, the business's website, and various social media platforms.