Before H2Yoga could open its doors for the first time, it needed a website and look that was uniquely their own. We were happy to step in to conceptualise their brand from the ground up. We treated H2Yoga to our full branding services from logo and colour scheme development, to style and tone. The result was an invigorating, trendy brand aesthetic. H2Yoga was relieved we could take over all website updates and management which allows them to concentrate their hearts and minds on their business.
We wanted to create a logo that was both readable and followed the principles of mindfulness and consciousness that guide the practice of yoga. We crafted a combination mark logo whose main element, a prominent “H” shape, is formed by two figures in sideplank pose. Our concept hinged on showcasing the flexibility of the brand itself and avoid the commonly overused tropes, such as the lotus flower, when designing H2Yoga’s brand identity.
Following the icon’s simplicity, we selected Raleway, a rounded sans-serif font that naturally matches the thin lines that make up the logo. The combination of the curved and straight lines that make up the word “yoga” was a perfect complement with the H2 icon, creating a visually harmonious feel to the brand. To stay in line with our desire for the site to be highly readable, we used another sans-serif font, Ubuntu, which is easy on the eyes in a wide variety of sizes.
In steering away from the overused imagery common to the industry, we also avoided repeating similar colour schemes, instead opting to work with different shades of contrasting deep blue throughout the site that immediately registers as edgy, clean, contemporary.