[Adobe Illustrator]

Take three existing entities, all residing in the same building, with similar goals, but nothing in common from a branding or aesthetic perspective, and you have the problem we were confronted with in February of 2010.  To attack this problem, we decided to begin an entirely new brand, and work on communicating its value in the marketplace, by focusing on the things these entities had in common: high-quality health and wellness services.  There was a gym, an urgent care, and a yoga/fitness studio, all which had their own websites, their own logo, their own everything.  By establishing the brand of Downtown Health & Wellness, we could cut down on our efforts to market each of the three brands of the subsidaries, and rather focus on one brand you can trust for high quality, convenient, and well-fitting services.

But the first hurdle to leap was that of the logo.  The values we were trying to encapsulate with the logo were those of growth, healthiness, that of a parent organization, and also that of an oasis in the middle of an urban landscape.  We were drawn to the imagery of a tree, with bold, clean typography to counterbalance the heaviness of a large, weathered, strong oak.  We actually went with a winter tree to satisfy the need for unencumbered style, and flexibility with the image.  Our testing showed that the tree didn’t read as a dead or winter tree because of the lack of leaves.