A.D.B. recreate the movement and flow of yoga with a colourful rebrand for Dortmund’s Soulyoga
Established in Dortmund in 2011, Soulyoga has developed a reputation as one of the German city’s leading yoga studios; offering a wide variety of classes and workshops for enthusiasts of all levels. Looking for an identity refresh to match their warm and cosy space, Soulyoga turned to fellow Dortmund residents and design studio ADLIPS DESIGN BUREAU, or A.D.B. for short.
Their solution positions Soulyoga as a one-of-a-kind oasis within the city’s mass of industrial concrete and brutalism. At its core is a series of organic shapes, which overlap, clash and stack in a protest against modernist principles. “Yoga is about ‘shaping’ one’s imperfect inner and outer self,” A.D.B. add – further explaining that the spontaneous arrangements of the shapes highlight the diverse and empathetic people behind the company as well as the movement and flow of yoga itself.
The shapes culminate in Soulyoga’s half-circle logomark, which neatly flips between filled and outlined aesthetics depending on the application. “The symbol is a composition of recurring graphic elements,” A.D.B. tell us, in particular representing the abstract idea of “the oasis and the gateway to your (inner) Eden.”
The identity’s flowing character is further accentuated by the selection of Simon Type’s SA Uther for the brand’s wordmark, which A.D.B. reveal they chose to “contrast with the more funky and modern shapes” as well as to give a “sort of Sanskrit yoga feel.” With so much personality in the wordmark, A.D.B. turned to the slightly more classic, yet still distinctive serif forms of Footlight MT for its supporting counterpart. “Footlight rounds of the appearance harmoniously without competing,” A.D.B. conclude – with the typeface acting as the final piece with their warm and enriching solution.
SA Uther by Simon Type