Yogin Like You
Create a logo for Yogin Like You, a yoga business that accommodates bodies of all shapes and sizes in a positive, therapeutic setting.
Yogin Like You
What We Did
UNDERSTANDING THE BUSINESS
Jaimee reached out to us needing a logo for her soon-to-be launching business, Yogin Like You. She explained that she was not going to be a typical yoga studio, instead one that was specifically targeted to accommodate larger bodies.
Incorporating gentle and therapeutic approaches to yoga, Jaimee would be teaching alignment, relaxation and therapeutic ways to increase body awareness and strengthening.
Empowerment was a key lesson that would be incorporated into all sessions.
DESIGNING A LOGO
We knew Jaimee wanted a unique icon to use throughout her studio. Something that had multiple meanings behind it. She had mentioned her love of elephants and an idea immediately came to mind!
Elephants are known to be the gentle giants of the world. Though one of the largest mammals on earth, these beauties have incredible control. As a kid, I remembered seeing elephants balancing on balls, on their back legs, etc. when we went to the circus. As we researched more, we found some other interesting facts:
- Elephants are not solitary beings. They thrive in herds. As Jaimee is planning group yoga sessions, this fit well.
- They have the ability to influence others and sustain “friendships” while other animals often turn too aggressive to showcase their dominance. As a leader of the class, it was important that her attendees trusted her.
- They are protective, often guarding their young. Jaimee would be looking out for the health and well-being of her attendees while they were at the studio and even beyond the studio walls.
- Leadership is not based off of size or power. When an elephant emerges as a leader, it is out of respect from the rest of the herd. Jaimee has worked hard training to be in this position and her colleagues recognize her for that.
- Older elephants mentor younger ones even if they aren’t from the same family. No matter what size or shape you are, Jaimee is there to mentor you.
- Patience is an attribute of elephant leaders. Because this concept is based on accommodating larger bodies, patience is important as for many, yoga in a group setting would be a first.
Jaimee wanted to use the tagline “Many Bodies. One Yoga.” and we thought this tie in was great. She would be mentoring and instructing people of all shapes and sizes.
WORKING WITH ORIGAMI
Can anyone else relate to the nights were you get sucked into watching YouTube videos for hours? That was us on this project! We had the idea to make an elephant icon that looked like folded paper–cue origami videos!
When possible, we like taking a hands-on approach to design, especially when creating logos that need depth. Physically building out a logo helps us understand how an object appears three dimensional. We cut several pieces of paper and pressed play. Two hours and six pieces of paper later, we had two elephants (never trust an origami video that starts with the word “easy”).
DESIGNING THE ICON
We sketched out what we thought would be the main “folds” and started to create shapes in all different sizes. We played with depth by choosing darker blues for shadowed areas and brighter blues for highlights.
Our first version was created to look like an older, established, elephant. One that gave a sense of strength and leadership. Upon review, it was determined that Jaimee was wanting something more fun.
Our second version positioned the trunk in an upright position, mimicking a younger elephant or one playing in water. We were close!
Our third version gave the elephant a more established trunk and tail, something our origami elephants were lacking!
FONTS AND COLORS
We chose a semi-bold font to match the sense of strength an elephant has. To keep it fun and personal, we chose a handwritten script font for the tagline that she could use throughout her website.
For colors, we used multiple shades of blue and played with shadows to make areas darker that were “behind” other pieces. Though Jaimee loves pops of color, it was important to us that the elephant felt as though it was folded out of 1 piece of paper. If you take a piece of paper that is a different color on either side, your final origami wouldn’t show 12 different colors.
This project was exciting for us. It pushed us to think outside of the box and try something new. We may even be slightly obsessed with origami now. It’s truly a relaxing hobby. Plus, who doesn’t love lining their shelves with these little figures?