Beauty, spa and yoga logo design for five wellness brands

Techcelerant designed logos for five beauty and wellness businesses: The Brow & Lash, a brow and lash studio; Adara Beauty Retreat; Blessed Spa, a massage spa; and two yoga studios, Yoga Life and The Yoga Collective. Each client needed a logo that feels calm and personal, looks good on a booking page and an Instagram profile, and can be told apart from the many other studios in its area.

The client

All five sell an experience that happens in person. Clients book a brow appointment, a facial, a massage or a yoga class, usually after looking at a website or a social profile first. The logo is often the first thing they see, and it sets an expectation for how the visit will feel.

The Brow & Lash focuses on brow shaping and lash services. Adara Beauty Retreat offers beauty treatments in a relaxed, retreat-style setting. Blessed Spa offers massage, including hot stone work. Yoga Life teaches asanas and meditation. The Yoga Collective runs group classes with a community feel.

The problem

Beauty and wellness logos tend to blur together. Many use the same thin script, the same blush pink and the same leaf. Two yoga studios in the same group made this harder, because we had to give each one its own identity without either looking like a copy of the other.

The logos also had to work in tough places: a round social profile crop, a small favicon, a frosted window decal, a gift card and an embroidered towel. Delicate line work has to hold up when it gets small.

What we built

• The Brow & Lash: a classic serif wordmark in charcoal. The O in BROW is replaced by a closed eye drawn in warm bronze, with the brow arching above and lashes fanning below. The ampersand is set in the same bronze, which ties the two words together.
• Adara Beauty Retreat: the name adara is written in a flowing brown script, with a butterfly rising from the final letter. The butterfly's wings are filled with soft turquoise and outlined in brown. BEAUTY RETREAT sits underneath in thin turquoise capitals.
• Blessed Spa: a circle drawn in a soft sand color holds a line drawing of a person receiving a hot stone massage at the top and an open hand at the bottom. The name sits across the middle in a dark italic serif.
• Yoga Life: a crescent that fades from teal to purple grows into a tree, with a purple figure meditating beneath its branches. The wordmark is set in a clean gray sans serif, with ASANAS & MEDITATION underneath.
• The Yoga Collective: a gold silhouette of a seated figure with arms raised, set in front of a purple outline of lotus petals. THE YOGA COLLECTIVE is set in gold serif capitals.

Design decisions

We gave each brand one clear symbol tied to what it actually does. The closed eye shows lashes and brows. The butterfly suggests change and lightness for a beauty retreat. The stones on the figure's back say massage without any words. For The Brow & Lash, building the symbol into a letter keeps the logo compact, so it fits a narrow storefront sign.

Color did a lot of the work. Charcoal and bronze give The Brow & Lash a polished, salon look. Turquoise and brown give Adara a fresh, spa-water feel. Blessed Spa uses sand and dark brown for warmth. The two yoga studios both use purple, a common color for meditation, so we separated them in other ways. Yoga Life pairs purple with teal and a tree, which points to growth and stillness. The Yoga Collective pairs it with gold and a figure with raised arms, which feels more active and fits group classes.

Type follows the same thinking. Serifs and scripts give the beauty brands a personal, crafted feel. Yoga Life uses a light sans serif so the busy tree symbol has room. Every logo also has a simplified version with the symbol alone for profile images and app icons.

The result

Each studio now has a logo it can use across its website, booking tools, social accounts, signs and printed materials. Clients can tell the five businesses apart at a glance, including the two yoga studios. The symbols tell a first-time visitor what each place offers before they read a word.

For more on what a full identity includes beyond the logo, read our guide to brand identity elements. If your studio or salon needs a logo, see our branding service or contact us.