PROJECT BRIEF
Unity Wellness is a wellness center that focuses on the relationship between training and recovery. They offer a variety of fitness and recovery services such as Gracie style Jiu Jitsu classes, personal fitness training, sauna sessions, ice baths, compression therapy, and are looking to add more services in the future.
They want their clients to feel safe and empowered especially since fitness and jiu jitsu training can nerve wrecking for beginners. The aesthetic goal for the business is to look and feel peaceful and natural to promote recovery as a fundamental element of training.
It is common for jiu jitsu dojos to attract die-hard BJJ “mat rats.” Unity Wellness has a goal of impacting the culture around martial arts by prioritizing recovery while still giving members the empowering experience of jiu jitsu and fitness at their own individual pace. Their ideal clientele are Ozark based individuals in their mid-twenties or older who have an interest in functional fitness, nature, and community.
COMPETITOR’S IDENTITIES
Due to the diverse range of services offered at Unity Wellness, competitors range from dojos to healing spas. When considering the logo, I was presented with the challenge of creating the safe and clean look of a relaxing wellness center logo, but with an added “edge” of a martial arts facility.
MOOD BOARD
As part of the design process, my clients and I collaborated on a mood board. During this phase it became evident that the design style they envisioned focused on using non-representational and geometric patterns to showcase unity. I leaned into this and focused on radial patterns to showcase the unity between the relationship of training and recovery as well as the connection between radial symmetry found in nature.
Disclaimer: I do not own nor have I created any of the images included in this mood board. These are public domain images. If I have made a mistake and any of these images are not in the public domain, the owners may contact me and I will immediately remove them. Attributions: Omni - Logo designed by Luke Finch. Alexandr Grigorev’s Profile on Saatchi Art. LOGOS & MARKS by Malina Cosmica. TRÜF: Mixed Logos & Marks, Draplin Design Co., North America, Logosophy — Logo design love Photo by Studio Carreras.
DOJO MOTIFS
As a trained martial artist myself, I am somewhat familiar with the iconography surrounding traditional Asian training philosophies. I’ve compiled a group of traditional motifs as an extension of the mood board in attempt incorporate an element of traditional Asian design into the visual identity. This will help give the clean word mark the sort of “edge” we see in martial arts logos.
Mutually perpetuating forces. The harmony of compounding a technique through the push and pull within throwing arts, and hard and soft in striking arts.
Dragons represent reaching new levels of enlightenment, strength, and wisdom. In traditional dojo’s only Black Belts get to wear a dragon patch with their gi’s.
Family Crest from Okinawa known as the “Mitsu-domoe-mon.” Similar in nature to the Yin Yang in regards to the flow of Ki energy in the martial arts. Commonly seen as patches on traditional Karate Gis. This symbol is also associated with the Buddhist concept of samsara representing the cycle of birth, life, death, and rebirth.
LOGO VARIATIONS
COLOR PALETTE
INSTAGRAM CAROUSEL
