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.
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