PACIFIC CALM BRAND KIT
Shown here is a concept brand kit for "Pacific Calm," a high-end, women inspired, lifestyle brand, gym & spa. As someone that loves the ocean and lives on the West Coast, I drew inspiration from life by the water, sand, and waves to create this logo & brand kit.
LOGO DESIGN & BRANDING
The Request:
Pacific Calm offers traditional gym services, yoga classes, and has a full service spa.
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Logo design & branding brief:
The full name of the company is called "Pacific Calm, Health Club & Spa."
The target audience is women with a focus on making them stronger yet let less stressed; calm and ready to conquer life.
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They are both a gym and a spa with a tagline of "Love.Yourself.Beautiful." which they wanted to see a version with the logo (& without it) so it can be used in a variety of ways and used for the spa's shop.
The brand is located on the Pacific West Coast and wanted their company to represent the West Coast or to have an ocean theme. They wanted the overall design to be simple.
CREATING THE BREAKDOWN
For the logo, I wanted to capture the stillness and calm of the horizon line of the ocean. The straight line of the ocean and sky meeting in the distance during sunset or sunrise has always reminded me of the peaceful and beautiful Pacific Coast.
I chose this color palette for Pacific Calm to have a peaceful, yet polished feel. I pulled inspiration from the Pacific shoreline with the beige colors of the sand, the deep green from coastal algae, and of course the blues from the ocean and waves.
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For the font, I chose a Script style font to have an inviting and feminine feel. I paired it with a Serif font to have a high-end feel, since the target audience is to appeal to an upscale clientele.
MOODBOARD
In this moodboard, I selected images that express the client brief. Pacific Calm is a lifestyle, gym and spa, that's woman focused, so I chose images of women in athletic attire practicing yoga, looking happy, and feeling empowered.
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For the setting, I paired pictures of the ocean and horizon line to show tranquility. Lastly, I included an architectural element to have a more upscale feeling and to symbolize a resort or spa-like feel.
ALTERNATE LOGO DESIGNS
There were many directions I could have gone with for this brand.
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I selected the current logo because it was the most simple which is something the client brief specifically mentioned. The calmness of the horizon line in the logo did a nice job of making the design feel at ease and look balanced.
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The following are logo pairings that could have worked for the concept company. However, after creating the mockups, the selected logo design does a better job of representing the company's brand.
INITIAL SKETCHES
Shown here are sketches that were done in the initial phase of the project. The first is a word mapping exercise to get my mind into brainstorming mode and to help me come up with and focus on the right elements for the brand.
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The rest are a flow of rough draft logos and ideas:
