Wellness Coaching Logo
What the Client Had to Say
Jazlyn helped us at the beginning of our business branding journey. She gifted amazing creative insight, intuitive suggestions, and overall openness to the process. Jazlyn went above and beyond our expectations. She showed patience, assertiveness, expertise, humility, and humor. It made the process enjoyable and enriching. We will definitely continue to utilize her services for other projects in the near future. We highly recommend Jazlyn for your business and personal ventures! 10/10
- SoulGym Founders
Overview
Logo design for the innovative wellness start-up, SoulGym.
Tools
Adobe Illustrator
About
SoulGym helps career-driven professionals eliminate burnout, exhaustion, and overwhelm and obtain, maintain, and sustain peace in the midst of the busyness of life.
The task set for me (Jazlyn) was to create a logo that felt elegant and playful. The goal was to signal a sense of community for busy professionals.
Process: Phase One
After user research and marketing research, I worked over several stylistic directions. The client's preference set the color palette for a striking and bold design with gold shades. The main focus with those boundaries became developing typography and imagery. In the primary stage, the client was provided with five designs, including various approaches to letter marks and a few icon ideas.
Revisions and Phase Two
As seen in the top-right corner of the First Concepts drawing, the client had an open mind about how the brand could look and feel, but our bullet point list was still caught in the land of infinite possibilities. To support the client in narrowing the creative road, I leaned on the brand story again. A variety of question I brought up again included a couple like, "What painful moments does SoulGym help solve?" and "What benefits do your services provide and what feelings/emotions align"? Re-visiting the origin story anchored us to our why and provided constraints for the client's review of our first round of designs.
The client immediately gravitated to the symbol (bottom center of First Concepts image) of “The Three Aspects of Self” for their iconography, but wanted to see how the symbol could merge with the company name to create a unique image with an elegantly playful quality. Our pivot design below is where we headed next.
Process: Phase Three
The client wanted a link between the activity and philosophy of the company which developed into multiple iterations of the logo idea and abstracting the symbol, merging it with the letter “G”. We wanted to communicate mind-body-soul connectedness to highlight their wellness purpose, so the image was re-configured to take on an abbreviated form with an emphasis on an upward and forward direction, lifting the icon, offering a hopeful quality.
In a follow-up meeting, the client was thrilled with the 4th idea, which concluded our design for final deliverables.
Once the final designs were approved, I began creating a series of color options for print and web use. The deliverables included inverted B&W, gold, and a transparent shape. Logos were tested on multiple devices and backgrounds to ensure the most quality use and presentation.
A Soulful Impact
The full logo suite includes the title logo and symbolic icon in all four brand colors and a tagline in black.The goal was to signal a sense of community for busy professionals and we see the success of that in the use of the logo suite for their digital experiences.
The Founding duo of SoulGym now have effortless options when it comes to including their brand in materials like consulting forms, invoices, and their official Facebook page, Youtube channel, and website. Now, wherever SoulGym decides to venture, it will be a peaceful expansion of their soulful community.
Say hello at 616network@gmail.com to chat about creating your next branding project.