The Sanskrit language-founded brand name 'Asana Athleisure' and its 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 - appropriately reflective of the company's specific sector and specialism. The word Asana 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. The addition of Athleisure helps to establish ease of identification of the company as a sports brand that provides sport apparel and active wear for running and other physical activities besides yoga 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 also makes for a more distinct, memorable brand name.
The typeface communicating the brand name, Futura Bold, has enhanced prominence for 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. It's geometric aesthetic 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 is optically kerned with a standard leading to ensure maximum readability.
The word mark is not dissimilar in style to the swiss, sans-serif, lower-case typestyle used by Adidas which 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, and therefore the treatment supplied to the Asana Athleisure resolution has the potential to be met with the same regard thanks to this strategic approach.
The accompanying symbol to the Asana Athleisure word mark is also inspired by the strategic effort 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 Asana logo visually represents the brand name 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 above, and centre circle the head. This, similarly to Adidas' symbols, provides the logo 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. This also evidences Wally Olins, Debbie Millman, Douglas. B Holt and
Steven Miles' view that brands are representative of identity.
The intentional monochromatic/black and white quality of the logo as a whole uses the Adidas visual strategy to provide the brand with adaptability, timelessness and a tonal contrast that creates both distinct impact and an effortless demeanour.
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