Flying Crow Yoga Studio
As part of my Directed Studies course, I developed the visual identity for a fictional organization of my choice. I created Flying Crow Yoga Studio, a pay-what-you-can yoga initiative operating out of Louisville Parks, designed to make wellness more accessible to the community.
Logo + Headline
Our logo is meant to be a blank canvas for expression, just as a yoga mat is. We want this logo to be versatile and customizable with color as flexibility to core to our brand.
Our tagline, Yoga For All was purposefully chosen to remind everyone that yoga is for everyone and is not something that should be gated to certain socioeconomic groups.
Color
Our color palette reflects Flying Crow’s core values: movement, community, and rejuvenation. It’s intentionally vibrant and flexible, mirroring our mission to make yoga accessible to all.
Grounding neutrals provide stability, while our bold primary and secondary colors bring energy, warmth, and inclusivity to the brand. Grouped into color families, the palette allows for creative expression through harmony.
This adaptable system supports our belief that yoga is for everyone, across every background and setting.
Primary Typeface
Peridot PE Variable is our workhorse typeface to be used for display and body. It's flexible, expressive, and accessible. Its variable nature mirrors our mission to adapt and serve diverse communities with intention. There are specific guidelines as to how the variable settings can be used outlined below:
Accent Typeface
Marker Aid is our bold, all-caps display face, used sparingly for large applications. Its rugged, hand-drawn feel adds energy and personality, echoing the grassroots and expressive spirit of our community.
Always all caps, used only when it counts.
Photos
Our photographic style seeks to emphasize the main core values of our brand; Rejuvenation, Community, and Movement. We emphasize these values by placing value on how we use texture and form to enhance the visual impact of our brand.
Shape
Our shapes are freeform but sharp — organic with a geometric edge. They mirror the balance of expression and structure found in our practice, reinforcing the strength and clarity at the heart of our brand.
