The key message behind the logo is: “Instant Transformation”
As such, the logo should create a feeling of:
a sudden, powerful realization
an immediate release
a rush of inspiration
instant and lasting change
For references of visuals that suggest the concept of INSTANT, please see instant.jpg. The speed and energy of these lines capture sudden, powerful movement.
For TRANSFORMATION, we considered many different symbols, but settled on a bird taking flight. Please see bird1.jpg and bird2.jpg for references of the right kind of forms. The idea of the bird taking flight could also be simplified to a symbol of a wing. Remember that you can stylize the bird form - see birdstyle.jpg for references.
The winning logo would create a visual synthesis of the two concepts: instant and transformation. The energy lines could flow to form the bird, or the bird could be breaking out of the lines. The image of a bird breaking away from constraining boundaries, now strong and powerful in flight could resonate well with the brand’s message.
The symbols could also be simplified into more abstract forms - as long as they still give a feeling of instant transformation.
From the descriptions above, you will have a sense that transformational coaching is a process. As such, it feels right to create a visual sense of a change happening across the logo from the left to the right.
The word “Transformational” is quite long, so the logo is likely to use a landscape layout. This gives us an opportunity to show a change happening from one side to the other.
This change could be represented by the forms of the lettering changing, colour shifting or a change in a line or shape. If you feel you can capture the message of Instant Transformation using only a text treatment (ie. without the bird symbol), please feel free to present this idea.
The challenge will be to capture the key message but keep the design clean and simple. Remember that the person going through the coaching programme may be at a difficult or stressful point in their lives - so a feeling of effortlessness, easy focus, flow and clarity are key.
As such, the logo should not be intricate or fussy. Rather, a clean, minimalist graphic should describe the change - making it feel like a single, powerful action.
The brand colour is violet, representing wisdom and personal identification with the infinite. Designers may work with other colours, depending on their idea, but violet should be the predominant colour.
We would like the logo to be designed against white. Please consider how you can use negative space.
Please note that the logo must be clear and recognisable in black and white and as well as colour.
NB. Stock imagery used in your design will be purchased at high res if your design is selected. Please do not use copyrighted / non-royalty-free stock images in your design.
EDIT: I have since been informed that the use of stock imagery on 99designs is not allowed. Please work on creating your own bird symbol.