In this practice project, I designed a logo for Pacific Calm, a high-end gym and spa, located on the Pacific West Coast. They wanted to incorporate water into the logo somehow, and I decided to go with a wave motif for the main imagery.

Pacific Calm is not an ordinary gym however. They have yoga classes in-house, a spa, and their whole brand is connected to relaxation and calmness. Hence, I decided to use smooth lines, circles, and in general a visual experience that radiates serenity.

The main ideas at work

Here I laid out the 3 main things I incorporated. The central and obvious one is the wave and flying bird mark. It was of course a specific request to be included, but it also works toward making you feel at ease.

Secondly is the woman resting with her eyes closed. It also ties into relaxation, and since the main clientele of the company is women, it makes them feel right at home from the start.

It was also an important aspect that the mark must be simple, legible and versatile, since they were planning to sell merchandise with their own branding.