Pacific Calm, a high-end gym and spa, is located on the Pacific West Coast. In addition to the services you might expect out of an ordinary gym, they offer yoga classes in-house, a spa, and their whole brand is connected to relaxation and calmness, not just exercise.

Serenity

Self-improvement

Soothing

Energising

Mental health

Smooth lines

Pacific Calm wanted to incorporate water into the logo design in some way, so I decided to go with a wave motif for the main imagery. The logomark has 2 meanings, the primary one being a nature scene with a wave and a bird flying through the middle, symbolising the overcoming of hardships and the location of the business all in one. The secondary way to interpret the logo is a woman lying on her back, while we get a bird-eye view of her. Since the target audience of the company is predominantly female, I decided it was representative to include a woman in the logo, even in a subtle way.

Connecting to the target audience and the desired brand image as well, I decided to use smooth lines, circles, and in general a visual experience that radiates serenity. This way, the viewers gaze flows nicely, and the soft blue colours calm the mind in the meantime.

It was also a primary objective to create a brand that could be used in the future as a basis for merchandising. For better visualisation, I also created a few mockups for possible uses of the logo and branding elements.