The Ikigai Approach in Crafting a Brand Identity with Purpose

Ever been in a situation where you're asked to create something, but you're not quite sure what that something is supposed to be? Well, that was me when one of the three business-minded individuals approached me with a request: design a visual identity for their business.

What kind of business, you ask? Good question! That time, as I see it, they didn't quite know themselves. They had no name, no clear direction, just a common goal and a desire for a logo that incorporated their initials.

When life hands you a blank slate, you start by sketching out the basics. My initial task was to create a generic logo that could fit any business type. But I wasn't content with just generic; I wanted the logo to have a deeper meaning, something that could resonate regardless of the business's eventual direction.

That's when I stumbled upon the concept of Ikigai, a Japanese term meaning "reason for being." It felt perfect—an embodiment of purpose, which was fitting for a business still in its formative stages. Even without knowing the specifics of the business, I was certain there was a purpose waiting to be discovered. This became the cornerstone of my design process.

Creating a logo that embodies a profound concept like Ikigai was an exciting challenge. Ikigai, a Japanese term meaning "reason for being," speaks to the idea that everyone has a purpose that brings them joy and fulfillment. This concept resonated deeply with me and seemed a perfect fit for a business still in its formative stages. Here’s how I translated this beautiful idea into a visual identity.

These elements overlap to create a sweet spot where all four intersect—the true Ikigai. I incorporated this Venn diagram-like structure into the logo to illustrate the harmonious balance of these life aspects.

I chose to form the four dimensions into a pattern reminiscent of a Celtic knot. The Celtic knot is a symbol of eternity and interconnectedness, perfect for representing the ongoing journey of discovering and living one’s purpose. The endless loops of the knot reflect the continuous process of growth and self-discovery inherent in Ikigai.

This tilt isn’t just a nod to natural cycles; it’s a reminder that businesses, like nature, go through various phases and must adapt to survive and flourish. The tilt adds a dynamic and resilient characteristic to the logo, making it not only a static image but a representation of motion and progress.

With the concept in place, the details started to cascade naturally. The corporate colors were chosen to reflect the four seasons, adding another layer of meaning to the design. These colors not only make the logo visually appealing but also add depth to its meaning, reminding the viewer of the business’s ability to navigate and thrive through different economic conditions.

The thick, serious lines of the Celtic knot symbolized strength and stability, guiding my choice of a structured serif font for the supporting text. DIN Pro, known for its clean and professional look, was the perfect fit. The serif font adds a sense of tradition and reliability, essential qualities for any business identity.

I personalized the text to fit the overall composition of the logo, I saw an opportunity to align the letter "A" with the 23.4-degree tilt of the logo. This alignment not only enhances the visual harmony but also subtly reinforces the underlying theme of balance and alignment with natural cycles. The tilted "A" becomes a focal point, symbolizing a readiness to adapt and evolve, mirroring the business's potential to navigate through various phases and thrive.

Have you ever had to create something out of thin air? It's a challenging but incredibly rewarding process. If you're in need of a visual identity or have a similar project, I'd love to help turn your vision into reality. Let's create something meaningful together! Feel free to explore more of my work or reach out if you have any design needs.