My partner Laura started Treeing Yoga, a yoga channel on YouTube that caters to niche needs such as mastectomy recovery or post-concussion. She wanted branding that spoke to the nature-lover in her, the many disparate segments she reaches out to, and the mathematical concept of fractals.
The Icon
Tree branches forming a triangular fractal set in a circular frame.
Exploration
A variety of sketches, many using rotational symmetry, trying to find something that clicked.
The Final Sketches
Once I started using a Sierpiński fractal grid I got Laura’s attention, and landed on a form that felt right.
Growing Animation
Laura wanted a bit more pizzazz for the intro to her videos, so I created an animated version of the icon and logo. I turned that into a motion graphics template with a colour option so she could match it to whatever colour theme she was using in a given series.
Here’s an example of the branding in action.