Logo for a family wellbeing brand

ELEMENTS - LOGO & GRAPHIC MARK - DESIGN SPEC

Brand context: Soulvive & Elements
Soulvive (logo attached as well for reference) is the parent brand focused on helping individuals and families reconnect with themselves, nature, and one another through calm, intentional, life-supportive experiences.
Elements sits within Soulvive as a dedicated offering for children and families, designed to support emotional awareness, self-trust, and connection through gentle, nature-led rhythms that fit into everyday life. Elements is not about instruction or performance; it’s about creating steady, meaningful moments that children can grow alongside, while reassuring parents, schools, and institutions through clarity, care, and thoughtful design.
Elements is a family-focused brand that is sold primarily to parents, schools, and councils, not directly to children. The identity must therefore signal trust, care, depth, and intentionality to adults, while remaining emotionally safe and non-stimulating for children.

CONCEPT: Tree and fingerprint

We are gearing towards a symbolic but restrained graphic, rooted in nature, individuality and continuity.

We’re thinking of a graphic mark that integrates:

- a tree (growth, nature, life, connection)
- fingerprint-style lines (individuality, uniqueness, belonging)
- implied elements (air, water, earth, growth), without literal icons or labels.


This mark should feel:

- human
- organic
- grounded
- quietly intelligent
- distinguishable and ownable


Not:

- cute
- decorative
- whimsical
- corporate
- overly illustrative


The symbol should read as a tree at first glance, on closer inspection, the tree is constructed from fingerprint-like lines. The fingerprint is implied, not literal or forensic

Lines should feel organic, continuous, intentional

Avoid: perfect symmetry,mechanical repetition, overly tight spacing, high contrast striping

Think: growth rings, contour lines, natural flow

Not: biometric scanning, security/fingerprint tech, circuit boards


Tree trunk and branches should be simplified, elegant, calm.

No realistic leaves, detailed bark, illustrative foliage.

If leaves appear at all, they should be: extremely minimal, implied rather than drawn, secondary to line structure

Elements (air, water, earth, growth) should be felt, not shown.

Examples of implication:

- upward flow → air
- curved continuity → water
- rooted base → earth
- branching → growth

Do not include: literal symbols (waves, clouds, drops, flames), multiple colours to “code” elements

Relationship to the word “Elements”

Preferred structure: the graphic mark precedes the word “Elements”.

OR the wordmark sits beneath the symbol in a calm, balanced way.

Rules:
- The symbol must not overpower the word
- The word must not be turned into a visual trick
- No letters should be shaped like branches or lines

Typography should be identical or similar to Soulvive

Not: playful, childlike, tech-forward, handwritten

Please do not explore: logo templates, stock-style fingerprint trees, literal fingerprint ovals,
therapy/clinical aesthetics.

Several reference images show what we like in principle.

What we want you to explore is multiple variations of the same idea with differences in:
- line density
- proportion
- openness vs containment

Black on white first before colour is introduced. Colour variations should be in line with the Soulvive logo and fit the objectives criteria.

Success criteria

We will know the right direction when the mark feels:

- calm but not generic
- symbolic but not literal
- warm but not soft
- intelligent but not clever

This mark needs to:

- reassure adults making purchasing decisions
- feel appropriate in schools and public institutions
- age well over many years
- sit comfortably alongside Soulvive without mimicking it

Example logos and graphics we like: https://drive.google.com/drive/folders/1Jieo4wbqsJreXrUg_qYX3xj7qX4vIUh8?usp=sharing