Hak Ki Yoga
The challenge
“Hak”, in Korean, means “school”. “Ki” is the circulating life energy that, in Chinese philosophy, is thought to be inherent in all things; in traditional Chinese medicine the balance of negative and positive forms in the body is believed to be essential for good health. The Korean culture and language are derived from Chinese culture.
I worked for two years in South Korea as an English teacher in the city of Ulsan, near Busan. After coming back, I was approached by a Korean yoga teacher in Montreal who wanted to open her own yoga school. She wanted to emphasise on a fun but relaxing atmosphere at her yoga studio. As such, we decided to play on the first character of the word yoga (요가) in Korean, which looks like a person sitting with their legs stretched out to relax. The client was quite happy to play with hangul, her native alphabet.
The logo for the yoga school, which uses the first hangul character for the word “yoga” (yo) to show someone stretching in a relaxing manner, using the soothing colour green and the playful colour yellow that matches Hak Ki’s teaching methodology.
