Thursday, March 28, 2013

Stretch, Heal, Grow!

We recently completed identity work for a charitable cause, Stretch Heal Grow, which is a yoga and wellness weekend retreat for young breast cancer survivors. 

When beginning to concept for the "Stretch Heal Grow" logo we decided that a good way to convey the theme of growth and renewal would be to use a lotus in its budding form.

We found inspiration in an old textile manual "The Practical Book of Oriental Rugs" (Philadelphia: J. B. Lippincott Company, 1913) that depicted various ways the lotus was traditionally used as an ornament. It also contained this passage which was of interest:

"The lotus very much resembles our pond lily and is the first flower to spring up after the overflowing waters of the Nile river have subsided. For this reason and because it preserves its chaste beauty while growing from such impure surroundings it has always figured among the Egyptians as an emblem of immortality and purity."

We illustrated the lotus bud with simple, geometrically balanced lines. The logomark was paired with a typeface that's also based on geometry; the very round "O" referencing open, clear breathing. The light-weight and generous spacing of the text, contrasts against the thicker, mono-width illustration, helping to balance the composition.

We researched the symbolism of the lotus flower colours, and came across various interpretations, settling on blue as being most appropriate for the retreat.

"Blue Lotus (Skt. utpala; Tib. ut pa la): This is a symbol of the victory of the spirit over the senses, and signifies the wisdom of knowledge. Not surprisingly, it is the preferred flower of Manjushri, the bodhisattva of wisdom."

In the end, we represented "Stretch, Heal, Grow" with three lotus petals that are extended as though in an offering of assistance.