The philosopher Aesara promulgated the vision of a balanced soul in three parts: the mind, the spirit, and desire (for love and companionship). I thought it was critical that the logo incorporated three parts of equal weight, hence the three drops of dew in each iteration of the logo.

The neutral colors were chosen to look natural, simple and unassuming. Each font was selected for different reasons. Elegance and simplicity in the first and fourth; a more eastern style for the second; and a sweet and natural effect for the third.

These are merely concepts for an elegant, simple logo for the active wear brand.