Emma Clayton Dance & Yoga

Background

Emma is an inspirational teacher, responsible for running several programs and community projects focused on dance and performance—story and narrative are ever-present in her work.

Alongside dance, she is a knowledgeable and encouraging yoga teacher, very focused on the benefits of the practice and an advocate for yoga as a tool for maintaining good mental and physical well-being.

Emma didn’t have a recognisable logo or brand so the aim was to give her an identity that she can begin to use online and through her social channels.

Result

Emma’s branding has a fun feel to it with fresh, bold colours and a geometric appearance. The slant of the letters suggests expression and movement.

I’ve used a simplified shape to represent both dance and yoga in an abstract form—an oval for dance and a triangle for yoga. They are taken from thecentre of the ’o’ and the descender of the ‘y’.

They reflect the shapes made by the body, and connectwith a wider concept—dance: encircling, joining, togetherness—yoga: angles, strength, reach.

There’s also something of the element of a flower about it—somethingblooming behind Emma’s name, which is a nice addition.