The world's largest design consultancy has collaborated with yoga studio Love Supreme Projects to create an identity that finds a new spin on the familiar practice. Made up of bold colours and inky splotches, the brand turns the concepts of yoga into a visual language in a way that contrasts stereotypical aesthetics.
What do you think of when you think of yoga? A neglected mat at the back of the wardrobe? Or a class full of people practising their breathing exercises? As a discipline, there are lots of familiar images associated with yoga, so the challenge for Pentagram and studio Love Supreme Projects was to find a new spin on the topic.
That's exactly what Pentagram partner Marina Willer and her project team have achieved though. Having been approached by Love Supreme Projects to create an identity grounded in the three timeless and fundamental pillars of Joy, Union and Roots, they captured the magic of yoga in soothing, surreal colours that appear to burst off the screen with their vibrancy.
This is a departure from other yoga brands that traditionally lean on more calm and sedate designs. Bright abstract symbols were the order of the day for Love Supreme Projects though because it was felt that they best represented the journey from turning inward to looking outward.
"Created through experiments using ink drops and a lightbox, each of the vibrant symbols is unique and designed to bring a distinctive dimension to the brand," says Pentagram. "To complement the symbols, a selection of background gradients were created each with a subtle movement of colour.
"The typography is inspired by jazz album covers from the 50s and 60s highlighting the strong connection with music, which is also enhanced through the rhythmic text compositions that emphasise movement and freedom."
Designed to work across all of Love Supreme Projects' points of contact, the colourful identity includes motion design for screen applications, as well as merchandise such as postcards, tote bags, yoga mats, cups, signage and stationery.