INSIGHT

Gifted yoga teacher Lawrence Pradhan was starting his own studio. He wanted to brand his expertise with his philosophy of stillness and balance. The essence of his practice was it's simplicity and his dedication to building strength and flexiblity.

IDEA

Two fundamental aspects drove his teaching style. The key poses were Trikonasana (triangle pose) and downward facing dog pose which both create a triangular shape with the practitioner's body. The upward elongation of the neck was used to perfect his trainee's form. 

A unique 'A' character was created in the logotype to reflect these poses and indicate an upward motion. The element formed a wayfinding arrow for navigation.

Avenir Next was used as a modern typeface for it's reference to clean geometric shapes and it's refined letterforms for legibility. This was complemented with Garamond Pro for more expressive statements.

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