2011 Winners & Shortlists

Brief Explanation

Life coaching, in itself, looks internally at the individual to helps and/or inspires him or her act externally. At the same time, life coaching is a background force. It is not assertive, rather, it is supportive. The challenge was to translate these key points into an identity. The identity had to be personable yet clearly identifiable.

The Brief

Life coaching often raises questions at the first instance. What is it? How does it work? The client requested something that would help instigate a conversation and thus explain the concept.

How the final design was conceived

The logo took inspiration from the name of the company and esoteric Buddhist beliefs - the heart of the beings is like an unopened lotus. When 'enlightenment' is reached - the lotus blossoms (also why Buddha sits on a blossomed lotus). Life coaching looks internally to inspire individuals to be able to act externally - bringing the people closer to their goals - or 'blossom'. The lifted lotus visually represents one's awareness one's own abilities - hence the elevation. Green's the colour of healing - or the journey from where one is stuck to where one wishes to be.

Indication of how successful the outcome was in the market

According to the client, the logo is a conversation starter that leads in with a lot of effect, especially in India where spirituality is a part of everyday life. The clean look also cuts through clutter and carves an identifiable niche for the client in the market.