An identity, and everything an identity has to live on.
Hridayam is an Iyengar yoga centre in Hyderabad, founded by Puneeta Singh. It needed an identity, and then a website, a social presence, brochures and a studio that all felt like the same place.
The category looks soft. The practice is precise.
Iyengar yoga is not about performance. It is about alignment, observation and study. The wellness category around it defaults to neutrals, botanicals and a general idea of calm.
The question
How do you make a deeply traditional practice feel contemporary, without taking away what makes it meaningful?
We asked what the mark should mean before what it should look like.
Hridayam means the heart, the inner centre. In the words of its brand book, the brand is not decorative, it is declarative.
A mandala forms the base, its geometry precise yet soft.
It stands for wholeness, and its precision mirrors the practice: structured form held in stillness.
The central form is shaped from the letter H, and it flows.
It nods to the name and echoes prana. It is a gesture of life in motion, not a pose.
One dot sits above it, the bindu.
It is the origin and the destination, and it stands for the focused awareness that practice builds.
Together the form and the dot suggest Om. They never spell it.
The palette is a study in blue, led by navy.
In yogic symbolism blue is depth, stillness and insight. It also steps away from the expected wellness palette.
Cormorant Garamond is paired with Jost.
One carries depth, the other keeps information clear.
Play with it
Bring it to centre.
Turn each ring until its petals fall into line. Until they settle, every scroll nudges them, as a day does.
- Outer ring0°
- Middle ring0°
- Inner ring0°
Three rings, each a little off.
Sixteen petals in each ring, so a ring is never more than eleven degrees from where it belongs. The mark shown when all three settle is the logo exactly as drawn.
For depth: headings, names, the lines people read slowly.
For clarity: schedules, programmes, everything a student needs to find.
Structure as the foundation, expression as the layer on top.
The client wanted the site to feel lively. A yoga centre also has a lot to explain. So the site gives five ways in: the practice, the teacher, the offerings, the community, the philosophy.
Khatt designed the website. It was built by another team.
From what to post, to what the audience needs.
We changed the question from “What do we need to post?” to “What does our audience need to understand, feel or discover?” Content moves across six worlds: practice, education, people, experience, philosophy, offerings.
Two voices are kept apart. Hridayam speaks for the practice and the centre. Puneeta speaks from lived experience.
There’s a space inside you that has never been rushed.
From the brand book. The copy did not need to manufacture depth. It needed to make the existing depth understandable.
One system, three very different readers.
A pitch deck, a Wellness Programs brochure and an Immersions brochure apply the same identity to an investor, a student and a traveller.
The room should feel like the same brand.
If someone walked into Hridayam after finding it online, nothing should change. That covered signage, physical touchpoints and spatial direction.
The brand book, remade
18 pages
The identity is exactly as first drawn: the mark, the colours and the two typefaces. The book around it has been re-set by Khatt, with photographs of the centre itself and some newly drawn applications. Bracketed details are placeholders.
One system across seven layers. The work continues.
Identity
Mark, three lockups, palette, type pair, brand book.
Web
Website design. Development by another team.
Social
Strategy and content direction, with Instagram design assets.
Voice and copy
Website and social copy, reel scripts.
Print and corporate
Pitch deck, two programme brochures, posters, standees.
Direction and space
Shoot moodboards and direction. Signage and spatial direction for the studio.
That was the short version.
The full story has every decision, the reason behind each one, and more of the work.
P.S.
We didn’t give Hridayam a yoga logo. We drew what its practice pays attention to.
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