Sorting out my logo was an iterative and collaborative process, one that I would not change a single thing about. I had a rough image in my head of what I wanted but sorting out something perfect became a daunting task: This. Is. My. Brand. I would carry this forward for years, the look and feel of my business would need to be portrayed, somehow, in one image. It suddenly wasn’t just a pretty picture to look at.
If I were to have a style, or at least favourite look, I’d attribute it to Mr Wes Anderson. You know the one: Futura font, simple lettering, and those colours. The man IS a brand and I love it. Armed with this, I set off on the journey, which came to fruition today. That said, I knew what I didn’t want. Many of the floatation therapy logos currently out there are quite similar: blues and greens, an image of someone floating, a lotus flower, water, bubbles, and so on. They’re all great, but just not me. Whatsoever.
Iteration #1 provided the foundation for the entire logo, the essential step. I worked with Bryanna from Double Dare and she is a dream to collaborate with. Once completed, a friend and graphics design student, Stefanie wanted to have a go. She loved playing around with what I already had, and Iteration #2 was born over a few pints of beer at the Lion’s Head (comfortable booths AND they serve Granite Brewing on tap). There were still a few things to tidy up, and this is where I handed it off to Megan of Abracazebra Productions who finalized what you see below. Wowzers, right? Megan took what was in my head and made it a tangible reality. I immediately set it as my desktop background and sent it to friends for feedback – three cheers from everyone!
So what does it all mean?
The colour scheme has already been explained, so lets delve into the two main components of the logo.
Seeds: Floating. The connection to nature (yes, the hippie/environmentalist in me had to be represented somehow). I once heard a lovely line, that I am going to poorly quote and do not recall the source “Intent in nature orchestrates its own fulfillment” or, a seed becomes a flower without knowing the end result. It just happens, it trusts, does its thing and becomes what it is meant to become without attachment to the outcome. And I like that.
Rays of light: Shine a light! Be the light! Energy! Radiate! Vibrate! Connect! Oneness!
I’m excited to move forward and to continue to build the look and feel of The Floatation Centre around this logo. It’s a funny feeling to look at a JPEG image and seeing yourself within it. That connection, however, was all I needed to know that it is right.
Endless love & gratitude.