It's sowles Yoga, not Sowles Yoga. This studio was adamant about referring to the name of the business (in all forms) in a lower case. I assisted in providing new branding for this fast growing yoga studio and provided a new logo, business cards, envelopes, Facebook cover photo designs, mailer ads, and print ads.      

     The designed concept fits well with sowles's personality. It’s modern, clean, and maintains a feeling of balance. Their goal is to give each customer the feeling of growth and empowerment from within using yoga techniques.  
 

     The owners of sowles felt that a lowercase form gave more of a casual and approachable vibe. Although yoga falls under the fitness category, the vision for sowles’ personality was not to assert a bold dominance, hefty, or massive presence. sowles yoga strives to bridge the body and mind with the power and increased benefits of yoga.  
     The design is meant to be simple and clean to reflect the nature of the business (casual, approachable).

     Logo keys: Circle, round, open yet contained, balanced. Crisp/sharp but not hard. Lotus flower: known symbolically to be clean and pure, associated with purity. Lotuses slowly emerge from the bottom up. Purple Lotus: known to be mystic. Petals of the purple Lotus are representative of a noble path that leads to self-awakening. 
     This concept consists of two color choices; a mid-range to dark purple and gray. Both colors were chosen to be gender neutral due to the fact that sowles yoga is welcoming towards everyone. Purple is associated with power, ambition, wisdom, and calm.