This project began as an exploration governed by a few parameters. The brand identified closely with the number 3 and the symbolism of the heart. For this reason, the brand needed something simple and fluid, which could communicate the values of the organization to the target market. The colors were chosen for their eye catching but warm aesthetic.
We began with one heart and then divided the heart into 3, each smaller than the next placed on top of each other. This represented the layering of love built into the framework of the company as well as the many layers of marketing in the company’s scope of work. Once the form was finalized, the left side of the heart was opened up and replaced with a gentle hand. The hand is positioned in a soft gesture communicating the support of the Whole Heart Marketing Brand and adding some visual weight to one side of the logo.
The brand informed us of the meaning of the different fingers of the hand and we used this knowledge to guide the decision of the placement for the arc of the heart. The orange arc emerging from the middle finger and completing the ‘whole heart’ is a sign of wisdom and success.
The typography was next. Whole Heart is the umbrella and is important; however, we wanted to emphasize the service more-so than the umbrella so the ‘Whole Heart’ is in a lighter yellow and much more regular. The ‘Marketing’ demanded some flavor and playfulness to emphasize what the brand really does for its clients.
Now, as the brand would say, Whole Heart Marketing can get seen and get clients!
One brand further towards economic empowerment!