Goal

Develop a logo concept for a wellness center offering a wide range of services: massage and meditation, self-defense and martial arts, strength training and yoga. The concept must be gender-inclusive and should take its cues from eastern spiritual traditions. 

Solution

The initial inspiration was the collective contraction and relaxation of muscle cells — they must work together to create movement. Societies work the same way; they are the result of common action. When waves of energy align, they perform work. The foundational shape is a slice of multiple waves, which resembles an icon for a muscle, made from individual cells pulling in the same direction.  

When this shape is repeated in the four directions, it takes on the shape of the uttarabodhi mudra, a symbolic yogic hand gesture used in both Buddhist and Hindu traditions. When two of these shapes are combined, they symbolize a couple. When eight are brought together in a mandala, they symbolize community. This design also recalls the dharmachakra. 

The colors are taken from the purple lotus, symbolizing enlightenment (the purple and gold flower) rising from the murky waters (navy blue and teal) where it makes its home. 

The company name is unusual. But when combined with action verbs, it can provide the foundation for a wealth of meanings. The company name becomes the cornerstone of the advertising campaign, allowing the client to offer a wide range of services to multiple audiences. It conveys support and encouragement — you’re not joining a gym, you’re coming into a community of like-minded individuals, gathered together in common purpose.

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