A logo redesign project and an opportunity to represent and think femininity deferentially.
BRIEF
Chloe Proctor came to me concerned about her logo. Although she was happy about what her logo represented; an outlined illustration representing a woman diving; she felt it just wasn't "popping enough" and found it difficult to use it, especially when it was displayed on a smaller scale such as social media icons.
Chloe Proctor came to me concerned about her logo. Although she was happy about what her logo represented; an outlined illustration representing a woman diving; she felt it just wasn't "popping enough" and found it difficult to use it, especially when it was displayed on a smaller scale such as social media icons.
Indeed, one of the main differences between an Illustration and a Logo is that a logo will be used at various scales, on several materials, and contexts. In all situations, it needs to be quickly readable and easily memorable.
The Challenge
I was initially uncertain whether a woman diving would be a good concept for Kyema's logo. Isolated from the context of the pool, a diver is nothing else but a body falling to the ground with all its tragic implications, however, it was during our first meeting that Chloe convinced me by telling me about her idea of a massage. For her, the experience of a massage is a dive into oneself as well as an awakening of ones body; a moment of letting go, and a way to find a form of control.
The ambiguity behind this idea led me to translate this concept into a shape in the simplest way possible. I aimed to produce a logo that is balanced yet dynamic, signifies the dive in an elegant, soft, and sensual way without the feeling of going down while also being impactful.
I was initially uncertain whether a woman diving would be a good concept for Kyema's logo. Isolated from the context of the pool, a diver is nothing else but a body falling to the ground with all its tragic implications, however, it was during our first meeting that Chloe convinced me by telling me about her idea of a massage. For her, the experience of a massage is a dive into oneself as well as an awakening of ones body; a moment of letting go, and a way to find a form of control.
The ambiguity behind this idea led me to translate this concept into a shape in the simplest way possible. I aimed to produce a logo that is balanced yet dynamic, signifies the dive in an elegant, soft, and sensual way without the feeling of going down while also being impactful.
Research
It is often surprising to consider the amount of research that is required to produce a simple and efficient result. In this case, my research included finding different sports photography, developing a better understanding of Buddhist traditions with regards to Kyema, and the work of a French female composer who was a pioneer of electronic music from the '70s.
It is often surprising to consider the amount of research that is required to produce a simple and efficient result. In this case, my research included finding different sports photography, developing a better understanding of Buddhist traditions with regards to Kyema, and the work of a French female composer who was a pioneer of electronic music from the '70s.
Client testimonial
"I was beyond happy with the service Sara provided. She went the extra mile to research my brand and concept in a lot of detail which really showed in the quality of the finished logo. She provided me with a range of options and was upbeat and considerate about edits. Her creativity and enthusiasm really show in the care she took with my logo. I couldn’t be more satisfied with her work."
"I was beyond happy with the service Sara provided. She went the extra mile to research my brand and concept in a lot of detail which really showed in the quality of the finished logo. She provided me with a range of options and was upbeat and considerate about edits. Her creativity and enthusiasm really show in the care she took with my logo. I couldn’t be more satisfied with her work."
Chloe Proctor, Owner of Kyema Massage