Logo, Social Media Posts, Texture Pack

Steady Heart Yoga

STEADY HEART IS A LOGO AND BRAND DESIGN, INTENDED TO FEEL WELCOMING, WARM, AND FRIENDLY.

This project was designed for a client hoping to start up their own yoga studio, after being an instructor at other studios for many years. It was a very profound decision for her to branch out on her own, and she wanted a brand that felt like ‘her personality’. She wanted something that felt friendly, warm, welcoming, and above all very human. A business that feels like a person and not anything ‘cold’.

I began this process with some research into other yoga studio logos, what common practices were, what was working and what wasn’t. I wanted something that felt ‘right’ for the type of business but wasn’t too similar to anything out there. I then began the sketching phase, jotting down vague concepts and ideas. I knew I wanted something dynamic, that could easily be adapted to horizontal and vertical layouts and had a strong icon. The icon came to life after attempting to sketch simple versions of common yoga poses in a fluid motion.

My final solution included a heart shape where the human shoulders would be to tie in the same of the studio, and sketchy soft lines with slightly varying weights. For font selection I looked at fonts that had varying line weights and rounded edges. I knew I wanted something that was imperfect and uneven, to connect to the ‘human’ side of the business. I finally settled on this option and paired it with a handwritten script font that was still easily readable.

The final result ultimately feels meant to be. It came together so perfectly, everything flows, the icons feel like it matches the text, and the client was thrilled. The custom icon I was able to adapt into highlight icons for her instagram, and layout in a texture for backgrounds for stories. I also provided her with a template to be able to create more posts along with the ones I premade for her.