The Open Center is the largest urban holistic learning center in the United States, serving as a single forum providing more than 500 programs in five major categories of Contemplative and Spiritual Traditions, Health and Wellness, Psychology, Society and Ecology, and Creativity and the Arts.
In need of a rebrand, the conceptual project attempted to create a stronger and more exuberant personality than its previous identity which consisted of cooler tones and foreign metaphorical imagery. The brand focused on the idea of personal vitality nurtured through dedicated education and a conducive learning environment. One emphasis was to elaborate on the meaning of “open” where classes and events also occur well beyond their original facility, including several locations in Manhattan and retreats abroad.
The logo’s symbol is a derivation of circular bands meeting at the center, similar to the overlapping core of a Venn Diagram, metaphoric of the Open Center as an intermediary between a student striving for a holistic lifestyle and an individual who has successfully attained it. Warmer colors were used to represent physical strength, vigor and energy, while distinguishing themselves from other NYC holistic centers.
Branding, print and web, environmental design