Infinite Spa
Here we are showing the process of building a brand identity: three different sets of design directions for a distributor of health and day spa products. Each one has a slightly different emphasis, but see how each logo concept is developed into a successful, corresponding brand identity.
Our first logo mark contrasts a clean contemporary sans serif typeface with a custom typographic expression of the word SPA to convey a feeling of elegance and sophistication. An infinity mark is woven into the typeface forming the bridge across the a. The use of silver in both the word infinite and the infinity symbol reinforces the message while providing visual contrast and texture.
The web site for this concept carries the sophistication theme with a primary use of metallic colors and grays. Other colors are used to draw emphasis. Imagery is shown in soft black and white shades.
This is an example of one direction of a brand identity. Other lifestyles and themes, just as successful, are represented in the next pages.
This sans serif typeface provides a straight-forward articulation of Infinite Spa with authority and simplicity. The logo mark echoes a spiral form from a shell, while also symbolizing the waves of the ocean. The colors and unit as a whole conveys a natural, environmental, barefoot-in-the-sand approach to the spa experience.
This second logo mark is used as a launch pad for the concept. We took the natural, environmental theme and created a visual language of elements, concepts, thoughts and imagery that relate back to the theme. The figure represents the lifestyle in mind.
A close-up of the web site to see how the logo concept, developed as a brand identity, is then applied to a web environment. This web environment has natural elements throughout the site such as leaves, herbs, and crushed minerals used as visuals.
This simple logotype uses size and scale to contrast the condensed lines in the word Infinite, with an expanded, relaxed, Spa. The word Spa, treated in this manner, at this size, in this color, seems to breathe.
This logotype also distinguishes Infinite Spa in editorial, and translates well into a magazine masthead. This version supplies a strong brand voice with the bold, thick lines. It distinguishes their brand color in an industry that lays few claims to ownership over colors and typestyles.
The logotype initiates a series of elements that help to further shape and define this brand. The idea of a simple, relaxed, breathing logotype gave us inspiration for the printed collateral, web site and lifestyle form. This third direction conveys a ‘fresh, summer’ feeling.
A close-up of the web site for our third design direction shows a vibrant scheme. This direction reflects the fresh, summer feeling by using shades of blue, flowers, and bright, clean spaces.
