Yoga Partnership is a new legal consultant. Their services covers mostly corporate law. The company requires a logo, stationery set and company profile.

For the logo, there are 2 parts : the logogram with the initial of the company “YP” and the company name “Yoga Partnership”. The client request for a simple and modern logo, just a straightforward logo with the company name on it. No extra images or unnecessary icons on the design. The font is preferable with a sans serif style. For the color theme, the client choose blue, white, gray.

The logogram first come from the idea on how to merge both letter into 1 symbol. After some sketches, from combining the traditional “y” and “p”, the final symbol is created. The symbol itself is made in 1 fluid move, hence removing the extra leg from the “y”. To strengthen the look of the logogram, I add a square and a white line inside it for effect.

For the company name, I use Avant-Garde Demi and Avant-Garde Book because the font has a modern look and feel. The width of Avant-Garde Demi gives the logo a strong and confident look. The blue color for the company name is to emphasize the logogram. The “legal consultant” is a description of the service, so for this line I use a light grey color, to give it a nondescript look.

In order to mirroring the logogram style, the same color and style is used throughout the line. This would give the whole brand a unify look and feel. In the design, the blue box and line is nestled at the side of the paper. This is to give the whole design just a feel of the whole brand.

To make the design less clustered, whenever it’s possible, the rule for the whole branding is to create an invisible diagonal line with the blue box.