“AreYouVedic” - is a wordplay created to sound like “ayurveda” - the ancient Indian science of mental and physical health that is closely connected to Yoga. “Vedic” - means relating to the Vedas - the original Sanskrit scripture of the science. Therefore Are You Vedic - can be translated as - Do you know and use the ancient science of mental- and body health?
The idea for the branding is based on the sinus wave which is used in ayurveda to describe a heathy pulse. It also relates to the energy wave in general: yoga and ayurveda is about balancing the energies and bring yourself in sync with your natural health.
The logo is consisting of the three letters AYV that are build based on the shape of the sinus curve, and join up to a lotus flower symbol, making use of traditional yoga iconography. Ayurveda as a natural and plant-based healthcare sciene is reflected in the plant-like aesthetic.
Based on the shape of the logo, a pattern system was evolved that symbolised the natural way of healing and growth. The expanding pattern can be both seen as growing plant and brazing fire - relating to the different energies that ayurveda works with.
The pattern is used as an adaptable brand asset across all media.