Elana reached out looking to develop a brand for her yoga practice that symbolized both the spiritual and natural elements of her practice. The brand needed to speak specifically to her primarily female audience and reflect her mission in cultivating inner strength and wisdom. As she primarily teaches through partnership with other organizations, the brand would have to be flexible without being lost alongside partner brand elements.
The icon plays on a harmony between the symbols of a moon and an oak tree. The moon references Elana's teaching about lunar cycles, astrology, and reflection to deepen the yoga practice, while the oak tree represents mindfulness, growth, and strength through connection. This was paired with a stylized typeface and an earthy color palette that tell the brand story when the logo itself is minimized.
The client was thrilled with the logo, which beautifully represented the fusion of developing inner strength and peace through a holistic yoga practice. It's versatility works well across various media, including social media, promotional materials, and apparel. It has already been used alongside the brand of organizations hosting Lana's Landing to great effect.
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