Oxford Mindfulness Foundation
Brand Identity
Oxford Mindfulness Foundation (OMF) is an independent not-for-profit organisation, internationally recognised for mindfulness teaching and training. Their mission is to work globally and collaboratively with partners to introduce evidence-based mindfulness in all areas of society.
Objective
We aimed to make mindfulness more accessible and interactive through their design, with education and empowerment at the forefront. It was important to us to create a brand identity that is both timeless and modern.
Challenges
From a multifaceted concept to a captivating visual language: that was our challenge. Transforming and effectively translating the idea of mindfulness so that it is accessible in different contexts. Essentially, we had to capture its core values, intricacies, and physical and emotional experience without being too literal or simplistic.
The Foundation
After conducting extensive research, mindfulness developed into more than an idea, becoming a tapestry woven from awareness, presence, acceptance, compassion, and wisdom. Simply knowing these threads wouldn’t do, we had to embody their essence, ingraining it in our design psyche to begin the process of brainstorming identity directions.
The Process
The power of connection is key, so we kept their pre-existing colours, purple and green, for recollection and relatability. In addition, these colours are unique to the mindfulness space. The logo form uses the letters ‘OMF’ and symbolises the past, present and future. It is bold, modern, professional and inspired by OMF’s core values of commitment, serenity and compassion. For the type, we chose a modern and dynamic font called Pragmatica that conveys a sense of progressiveness, innovation, and confidence. OMF’s brand language goes beyond visuals and text. We infused personality by crafting custom-built icons, each drawn using the core logo form. Similarly to building blocks, their versatility allows endless possibilities. Each icon starts within a rectangle and then shapeshifts into unique elements using primary and secondary colours.
The Final Canvas
OMF’s design system embodies the very essence of mindfulness: a harmonious balance between core principles and individual expression. Every design becomes an intentional breath in OMF’s communication. Bold and thoughtful, it imbues their brand with diversity, versatility, and a touch of uniqueness in every deliverable.
Design Team
Anushkha Advani, Hitesh Bhanushali, Kritika Arya, Rhea Shanghvi, Rushil Bhattacharya, Shreeya Patil, Yashashree Arawkar
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