Embodhi Attunement - Brand Identity

Completed March 2017.

For this project, the client wanted to combine all aspects of her practice into one single visual brand identity. The challenge was in using the iconography the client felt her brand needed in a creative, malleable and visually engaging way. Patterns of the Seed of Life mathematical visualization were created and used to design the main Hamsa logo and supporting logos that represent each of the client’s specialties. The main brand logo is to be used in her personal business cards and stationary, while the supporting logos for personal training, yoga, massages, and life coaching designate the sections of her future website. Similarly, labels for a line of massage salves were needed. The Seed of life pattern was once again used to represent the different styles of salves based on the three different body types designated by the Ayurveda medicine system.

Finally, the main logo and labels type was created specially for this project based on Devanagari Script, a left to right type system with a strong preference for symmetrical rounded shapes within squared outlines that was used as a visual representation for Sanskrit Script as early as the 1st Century CE. The rounded and symmetrical shapes of this type system match the continuing theme of symmetry as defined by the use of the Seed of Life, while the capital A and E, as well as the terminals of all other letters, are deconstructions of the main Hamsa Logo.