Branding - Redesign an old logo and the creation of a complete identity with strong symbolic visuals and content - time schedule development.
Client - A hatha yoga center named Surya, in the heart of Antwerp city. Owned by David Somers who learned the art of yoga at a young age. His father - who has been a teacher for many years - thought him the way.
Story - Tradition, values & connection: Surya means sun, which depicts the center of the logo. Mountain climbing and surfing are the owner's favourite hobbies. The basic shape inside the logo is that of a yoga practitioner in a dhanurasana pose, which was the old logo passed on by the father's yoga school. All the symbols are connected in a celestial circuit. The moon orbits around the sun balancing out the changes of energy. Action, rejuvenation and new beginnings versus stillness, releasing and meditation. The logo connects past, present and future. Reflecting where you come from. Reframing what you stand for. Your values, passion and habits. Creating yourself and growing in a positive way. Who you are as a person and how you connect to your environment.
The stationery combines all the elements mentioned before in a strong coherent image. The business cards, flyer and poster is an interpretation of cosmic bodies and astronomical shapes in a metrical relation.
The time schedule is inspired by a pendule system and the shape of the logo itself. The feeling of balance and flow creating momentum. Every icon on the time graph illustrates a different type of class.