Asana Athleisure Symbol

Above is the symbol I have designed to accompany the Asana Athleisure word mark. The addition of a symbol is a strategic effort also made by Adidas that has enabled them to create more memorable, distinctive and captivating brand representations that ensure longevity; there is nothing ephemeral about any of the Adidas logos. 

The logo visually represents the brand name Asana via an upper case 'A' that instead of a cross bar has a singular circle in the centre. As with the word 'Asana' (movements designed to help find balance, purify and strengthening the mind and body through opening of the energy channels), the symbol signifies the finding of a centre balance and the strength and form of the body through the strong, bold structural lines and centre circle.

As well as acting as a visual representation of the brand name, the symbol also subtly exhibits a compositional similarity to the body when finding a centre balance in yoga with the structural lines being the arms, and centre circle the head. This provides the symbol with enhanced contextual significance via representational forms and shapes that in turn aid the consumers perceptual receival through an enriched understanding of meaning and company values, foundations and ambitions. 

Asana Athleisure Typography / Wordmark

The above image evidences an exploration into all lower-case, sans-serif typefaces communicating the brand name 'asana athleisure.' I have decided to explore only this style after evaluating the strategic success experienced by Adidas via the use of the swiss, sans-serif, lower-case typestyle used by the company. This typestyle was in emergence in the nineteen-twenties in Russia, The Netherlands and Germany when Adolf Dassler began registering his ventures. The bold, modern aesthetic has served the company great purpose in establishing a timeless brand that has remained and maintained a current, contemporary identity despite the time that has passed since its creation. 

By following some of the same principles as Adidas when creating the Asana Athleisure branding, I believe I will be able to produce an effective logo that is also distinctive, timeless and contemporary. 

The typeface I have selected for the re-brand is Futura, set in bold for enhanced prominence and purposes of legibility, allowing the the word make to be identified with ease even at small scales and further distances. This geometrically-founded typeface is well-balanced, free of complication and unnecessary additions. The geometric aesthetic of the typeface is representative of the shapes and forms of the body and its flexibility, abilities needed to perform yoga and active/physical exercise - therefore making it relevant to the brand and its contexts. The lower-case quality of the word mark signifies the calming practice of yoga as an activity, whilst also being considered a contemporary trend (as sports luxe is also). The brand name has been optically kerned with a standard leading to ensure maximum readability. 

Identifying New Name for Rebrand (with research).

With my proposal to use the notion of 'sports luxe' as an example of brands' ability to manifest themselves into sub-brands and new sectors of popular culture and social presence and exploit the brand strategies used by sports brand Adidas to re-brand Lululemon Athletica established, I must first generate a new name for the yoga/active apparel company.

The issue with the current name, aside from the numerous associated controversies, is that there is no contextual support or relevancy that gives consumers an indication of the company's sector of business, specialism within the apparel market or points of consumer identification / opportunity for resonation. Nothing about 'Lululemon' suggests a brand who's aim is to provide style-conscious specialist yoga and/or running wear for the active consumer. Considering this, I believe it is important to address this immediately. 

In an attempt to provide the company with a considered, relevant and subject appropriate name, I looked to words associated with yoga - this being the primary focus of the brands apparel. 

Preliminary research allowed me to identify 'Sanskrit,' the classical Indian language used in yoga to define poses and practices. This allowed me to explore and identify potential words of the language that had potential to become a part of the re-brand. Some of these are detailed below:

• OM: a single-sound mantra that signifies the unification of the body, mind and spirit. 

• PRANA: Life energy, life force, or life current.

• ASANA/ASANAS: Yoga Postures, Asanas are movements designed to help balance, purify and strengthening the mind and body through opening of the energy channels.

• CHAKRA: A centre of radiating life force or energy that is located between the base of the spinal column and the crown of the head. Sanskrit for 'wheels.' 

• SADHAKA: This is a student who strives for a goal.

Immediately from the Sanskrit language I have explored, Asana is the word that is most prominent to me in both sound and relevancy to the brand. The word's concern with balance and strengthening of the body and mind provide a perfect representation of what yoga and an active lifestyle supply to the consumer through a short, direct and easily pronounceable word. A certainly more appropriate brand name that is appropriately reflective of the company's specific sector and specialism. Also, the word will be accepted as common knowledge to those who take part in the activity of yoga and will therefore be provided with a direct indication of what the brand provides, whilst also being an uncommon word that would provoke interest to those new to the brand and promoted lifestyle. 

Whilst Asana may be the perfect word regarding brand relevancy, I feel that an additional word need to be provided to the brand name to further establish the company as one within the sport apparel sector providing active wear for running and other physical activities besides yoga. I believe Athleisure will help to establish ease of identification of the company as a sports brand via contemporary language founded through the sports luxe trend. The term athleisure is used to describe apparel that is both athletic in purpose, stylish in aesthetic - this being what the brand provides. 

The alliterative quality of the combination of these words will also make for a more distinct, memorable brand name.

Rebranded Name:

'Asana Athleisure.'

Practical Investigation Proposal Critique

Question 1: Considering the current name, logo and associated controversies - do you believe the Lululemon rebrand should include a change in name?

• Yes, the current name doesn't sound like a sports company. A brand with this many issues could benefit from a complete name change.
• Yes, I think it is slightly unclear what the brand is, it maybe better to move away from the controversies.
• I like the athletica, perhaps remove the lululemon and produce and new visual.
• No, its an interesting and catchy name.
• Yes and no, companies run the risk of losing their brand identity and current consumers when a familiar name is changed, however in this circumstance it would give the company a fresh start to move away from the controversy.
• Yes I think in the case changing the name would greatly benefit and let the company start a new. Customers who are loyal to the brand would stay with the journey.

Question 2: As with Adidas, do you believe a strong associating visual is important in creating a more successful brand? Why?(as opposed to a purely typographic resolution). 

• Yes, more versatile logo, more recognisable from a distance perhaps?
• Yes, especially if they sell clothing etc, more applicable.
• Definitely, effective logos stick in people's heads. 
• Yes, make it simple. strong and effective.
• Yes, it means that a brand can be recognised without type and branding is less limited by size and scale.
• Visual within this particular line of selling, however unless this can be printed on clothing then type it will be your best option.

Question 3: If collateral material was to be produced, do you believe images for an editorial shoot focusing on the sports luxe fashion trend should be shot on location/lifestyle aesthetic or within a studio environment? Why?

• I like the lifestyle aesthetic, however these are much harder to shoot high quality/professional.
• Lifestyle shots can make a brand appear more desirable, but focusing on the garments means people are more informed when buying. Sometimes if people can't see  how a certain thing looks it will put them off buying the product. Finding an industrial/urban looking backdrop would look great and lifestyle-like.

Question 4: Do you prefer the term 'athleisure' or 'sports luxe?'

• Sports luxe sounds more high-end, athleisure more practical.
• Sports luxe.
• Sports luxe sounds more fashion-y whereas athleisure sounds more casual.
• Sports luxe really hammers the idea of a premium brand.
• Sports luxe sounds like sportswear specifically made to a high quality and fashionable.

Feedback findings:

• A change in name for the brand is a necessity in moving past the controversies experienced.
• A visual symbol to accompany the new name will make for a more memorable and successful identity.
• Collateral images should be shot on location within a sport/urban environment.
• Sports Luxe is the preferred terminology for the trends. Athleisure is better for terminology.