The Unseen Within
Problem: Create a logo for rebrand of the online platform that produces self-help content and hosts a range of events in wellness space, from yoga and meditation to writing groups and book clubs
Role: Graphic Designer
Project timeline: 4 weeks
Logo Exploration
I knew that I wanted to use an eye as a foundation for the design, given the previous company's logo was also featuring an eye.
Previous logo (before the re-brand):
I knew that I wanted to use an eye as a foundation for the design, given the previous company's logo was also featuring an eye.
This would ensure some continuity, despite rebranding.
I started with exploring how I might emphasize the fact that the eye represents 'inner eye' and thereby 'inner work' nudging in the direction of themes of self-reflection and self-help.
I was experimenting with different shapes of eyes simultaneously but the oval shape looked cleaner and in better alignment with what the company represents, whereas the eye above resembles an Egyptian shape and might bring up associations with history or even Eastern philosophy, which wouldn't align well with the brand.
I decided to go for the road patterns to reflect some of the names that I was initially experimenting such as 'Thoughtful Pathways' and 'Soulful Pathways'. Despite going in different direction for the name, I kept that pattern as it adds detail to the logo and additional connotation of 'going within'.
I also tried experimenting with word play, where 'eye' equals 'i' and brought that in as a visual element, again emphasizing the duality of what you see an 'eye' versus the letter 'i' within it.
It also fell into perfect alignment with the name 'The Unseen Within'.
Colour exploration
The reason I went for black and white design over bringing any colours is due to the amount of detail that the logo already has. It felt like the colour would take the focus away from those elements and potentially making it overwhelming for the viewer. In addition, adding colour outside of the iris felt unnatural and again took away the focus from the fact that the logo does in fact feature an eye.
The final black and white design is clean and communicates the brand's personality characteristics such as boldness, honesty, authenticity and a dash of seriousness.