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Halve Maen Yoga
Type of design: Logo, identity design, branding
Halve Maen Yoga was founded by a young woman who is something of a Renaissance woman with ties to the Hudson Valley. She is active in various historical societies, giving lectures and presentations while running camps for school aged children. But she's also active outdoors, hiking the Appalachian Trail and running half marathons (for fun?).

When discussing the overall aesthetic of her image, she wanted something that would appeal to others with a similar profile to her own. Her tagline is "flowing through history," which helped set the tone of her image.
Image of business card mockup.
Business cards.
Image of logo in use on Instagram on a mobile phone.
Social media profile.
Picture of pencil notes, brainstorming, and sketches on paper.
Ugly sketchbook page 1.
Page with brainstorming, research, pencil sketches.
Ugly sketchbook page 2.
Concept development:

There were a lot of themes to include so I did a lot of research of each area to see where they could overlap:
  • History: 
    • Halve Maen is the name of the ship the explorer Henry Hudson sailed into New York Harbor in 1609. Explorers seek out adventure and new discoveries.

  • Outdoors:
    • I wanted to include natural elements like rocks, water, wind, leaves, etc., as well as forward motion. If you're hiking the AT, you're spending time in nature and always focused on moving forward
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  • Yoga:
    • Yoga is a practice of controlled poses and breathing to increase flexibility and create a place for mindfulness. Some consider it to be exercise for spiritual growth and development in addition to the physical aspect. 

​After many pages of pencil drawings that incorporated different aspects of these themes, the client chose her favorite design.
Building the logo:

The final design was built in Adobe Illustrator. I created the book shape while the figure was downloaded from a free vector stock image site. Once the preferred yoga pose was selected, I adjusted the stock figure to interact believably with the book. 

Font choices were limited. I wanted something welcoming and modern, but that still had a something of a timeless feel to it. The chosen font is Ogirema, a sans serif with old-timey vowels.

In our initial discussion, she had said her ideal color choices were greens, olive tones, and creams. I made a palette with the preferred colors and some contrasting colors for variety, then explored combinations for the right look.

After another round of tweaking to get the alignment and balance right, I delivered the final logo package to the client.
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Image of four options for yoga poses on an open book, with text orientation options.
Yoga pose selection and options for text placement.
Image of parts of a vector silhouette of a woman in Warrior Two pose to build the shape with the right angles.
Building the final figure.
Image of five female silhouettes in Warrior Two position on an open book with arced text, in five different font options.
Font selection.
Image of grid of different color options for the female silhouette in Warrior Two pose on an open book. Color options are green, gray, tan.
Choosing colors.
Final logo family:
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dhannan1[at]gmail.com     ||     @ta.darragh