• Transform magazine
  • March 30, 2020


Yoga centre rebrand aligns heritage with modern practice


Yoga is all about detail, precision and alignment. To reflect that, Iyengar Yoga Center in Boise, Idaho, partnered with brand agency, Williams Murray Hamm, to create a new visual identity that addresses the improvement of physical and mental health, regardless of age or gender.

Iyengar Yoga Center’s owner, Lisa Bescherer, says, “With more yoga styles sprouting, some people are questioning the integrity of yoga and seeking authenticity. We needed to create a place that would be the anchor of the Iyengar community here in Boise.”

The new identity has been designed to mimic the movements of the body and the way they flow from one position to the other when practicing yoga. The colour palette is largely monochrome, referencing the tradition and innovation of the exercise, and is complemented by an accent colour of green representing the Chakra colour wheel’s interpretation of balance and focus.

Garrick Hamm, creative director at Williams Murray Hamm, says, “The identity was built around the body from and alignment of Iyengar in practice, with the visual language used on the website, in the app, on posters, flyers, loyalty cards, business cards, signage as well as merchandise such as bags and yoga mats. Beautiful in its simplicity, it reflects the yoga ‘poses’ themselves.”

The rebrand coincides with what would have been the 100th birthday of B.K.S. Iyengar, the influential teacher of Iyengar yoga, who is often credited with bringing yoga to the western world.

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