Brand Identity

Client  Jenny Guzon-Bae
(Former Survivor: Cook Islands contestant)

Challenge
Started her own yoga instructing business and wanted a logo that would be based on her tattoo design.

Insight
Her tattoo design was inspired by the well-known symbol and gesture of namaste. How one soul honors and gives deep respect to another which is common in the cultures of India, Hinduism and in the Western yoga discipline. The Lotus flower it sits on adds another level of meaning. It generally symbolizes a soul rising and purifying from the murkiness it was born in to try to achieve enlightenment. Much like how this flower grows and develops into its natural beauty.

Solution
With the deep spiritual symbolism and discipline in yoga culture, I enhanced the tattoo design as I developed her identity and gave it deeper meaning. The colors blue and purple not only represents the Chakra Color system but her main basis of her yoga teachings. They represent one being able to achieve spirituality and uses logic and wisdom to create enlightenment. The black accents were styled by the inspirations of India's Henna drawings while the Lotus flower was finessed to give a more recognizable form for what it represents and feel more unified and fluid with the Yogi. I've respectfully incorporated the namaste symbol within the chest of the Yogi since the greeting of namaste comes and flows with the heart when greeting and honoring another soul. Developed a design approach that would reflect a free-flow spiritual feel while giving a vibrant color palette and layout to represent her personality well. As she develops more collateral in the future, the design approach and logo has flexibility to apply to whatever medium she uses while keeping her identity consistent.