The logo design project was completed as part of a full branding and web project at carrotmedia. Aspire Clinical Hypnotherapy is the trading name for Judi Butler, a clinical hypnotherapy from Newcastle upon Tyne, UK.
From setting up in business, Judi had originally ran her business under the name ‘Gosforth Hypnotherapy’ which restricted growth and defined her to a certain area within Newcastle.
As part of the project we went through a name generation phase to accompany the new logo and stationery. Like Photographers, Hypnotherapists tend to use their name for their businesses whilst this is perfectly fine Judi wanted something different but in keeping with the work she does. Four name ideas were presented to Judi;
- Believe Clinical Hypnotherapy
- ‘Utopia’ – Meaning an ideal place or ideal life.
- ‘Elysium’ – Meaning Paradise
- ‘Aspire’ – Meaning to have a fervent hope or aspiration (Dream).
Judi chose Aspire after a little thought as this best suited her business.
Out with the old, in with the new…
Judi had never used a logo as part of her business, she requested that the new logo to be clean, clear and tasteful.
Brainstorming, doodling and sketching…
Logo Options
I presented two logo options.
Logo Option 1
Using just the word ‘aspire’ in lowercase to produce a calmer and fresher approach to the logo. The the two bands crossing were to emphasise a hope of getting from where you are now to where you want to be, an accomplishment of sorts.
The typeface used was Y2K Neophyte.
Logo option 2 uses the full company name. The icon is an abstract view on looking down a long road. The perspective shows you at a starting point on a journey to where you want to be. The soft gradient produces depth and a clear indication of length.
The typeface used was ITC Slimbach Regular.
Final Logo
I had a ‘favourite’ right from the sketch and brainstorming session. Logo Option 2 worked for me the best. Judi chose option 2 straight away and asked for a few changes to be made. Below is the finally logo.
Stationery…
The stationery is still being finalised and will be posted up later.
A joy to work with…
Judi was an absolute joy to work with and I thoroughly enjoyed myself working on the project. Your thoughts are welcome on this project.
Very simple and clean, like and hope to see more of your logo design processes
I really like how you explained the process and showed your mind maps and notes. Personally I liked logo 1 the best. Great post. Thanks. Aly
Hi Aly,
Thanks ever so much. I find that it is a great way for people to learn from others by doing the processes.
Gavin
I just needed to say thank you for posting this.
I love the simplicity of the logo, but personally didn’t see the icon as “an abstract view on looking down a long road”. For me, it was more reminiscent of an plane’s tail or wing, which oddly still worked with ‘Aspire’ due to nature of soaring, flying high, etc etc.
Thanks Mike, I guess with it being abstract it can be perceived as many different things. However as you’ve said it certainly was the shape I was looking to achieve to give the ‘aspire’ some meaning.