One of my favorite parts of design is taking one idea and expanding on it to create a series of related ideas. The central component could be a logo, a color palette or even a shape. A balance between repetition and variety allows brands to evolve while staying recognizable.
In developing marketing materials and advertisements for Tahoe Yoga Shala, we let the logo play a central role but experimented with different fonts and colors. Over a few years the logo itself evolved to stay in tune with where the style of the brand was going. The simplified version I created originally as a sticker design became the logo we used most often across new materials.
Original vertical logos
Business card design