Goddess of Strength
What’s in a name? Where do you come from? What do you represent? These are some questions that make up a foundation, a brand, a story. I had the pleasure of working with JunoActive—a high performance plus size athletic fashion brand for women. They were looking to refresh their logo to a more memorable, timeless mark representing them as a brand, and to better tell their story.
JunoActive provides excellent products in one of the largest ranges of sizes in the market, because they believe that women of any size deserve to be active, and look good too.
In working with JunoActive, we dove deep into the meaning of their name and the story behind it. The name Juno: she was the Roman goddess, had a spirit of youthfulness, liveliness and strength. She was the leader, the divine protector of the community. She had power and force.
With a long history of many stories, the Roman goddess became the inspiration behind a strong and powerful new mark. A good foundation comes from great support. What better symbol than a column or a pedestal—but one that is abstract, unique, contemporary and polished. A strong solid mark based on solid roots, designed with a fresh and current look, brought a fresh new life to the JunoActive brand.
We worked with many versions of an abstract column, as there were countless ways to create something unique, simple and abstract—while still retaining a sense of the story and meaning.
Before deciding on the column concept, there were some other directions that were considerations.
1) Aside from Juno being the roman goddess, the name originally came from the shell—junonia. Something in its natural beauty has form, structure and build. Finely sculpted into a work of art:
2) With the idea of a shell in mind, the historical meaning was taken aside, and brought in was more of an energetic, forward-moving and ever-evolving form. It breaks boundaries, with momentum to signify an active lifestyle, with some flair:
3) As the concepts were gaining momentum, they were becoming more abstract—with more free flowing energy and movement. One fluid line to bring in the idea and concept of movement. A simple way to imply natural movement:
The simplistic column logo won the concept rounds and was much improved from their old logo.
The vibrant orange serves as their primary brand hue, along with a neutral grey. To compliment this, I expanded into a palette of pastels to soften up the strong bold icon and lettering, and also to appeal to a more casual and comfortable look. We experimented with brighter, more energetic and vibrant palettes—with the appeal of an energetic activewear company—but it became too overwhelming, intimidating and expected. After all, JunoActive appeals to activewear clothing that you can wear on the day-to-day. From casual yoga to fashionable swim and loungewear, their brand isn’t about extreme or high performance, it’s just about being active and feeling confident.
I created a large variety of color palettes for JunoActive to use. It was a good way to provide enough options for seasonal marketing, and longevity of the brand. With the extensive color palettes (primary, secondary and tertiary), I also created a system for them to easily follow when combining colors, as to retain brand quality.
I'm happy to see they have their new website up and all is working out great for them. It was a great process for a great brand—some of my favorite works to do.