Illa Wellness Brand Identity
Version 1.0 • Last Updated Jan 22 2021
Manifesto
A liberated mind is visible, seen & understands even if it has yet to be understood. The path to parity starts here.
It's these paths in which we brave to pave. Both for our practice as Black, Indigenous, Latinx therapists but more importantly the Black, Indigenous, Latinx community we serve.
Naming, Logo and Mark
Illa — inspired by the Quechua word for bright / shining — often noted as the aura of Inti, the Incan Sun god and illustrated as the light that breaks through the trees (tree of life) in the deep forests. Illa Wellness in the same spirit seeks to liberate individuals from their mental shackles, freeing them to shine, to be seen. Illa provides spaces, brave spaces, as guided practice grounds to build the skills and the support necessary to feel liberated in the world.
The Illa Typeface takes on a cursive blot-like form as a reference to "psychology" with the commonly recognized visual of Rorschach tests and written in lower-case as a welcome and reference to Illa's pursuit of "access"and "parity" through the elimination of any and all "pretentiousness".
The Illa Mark is an icon inspired from a scarf from the Andean region crafted with resemblance to the Incan Chakana. The triangular interpretation brings in a dynamic level, a reference to progress of the self. It is the "triangulation" and "balancing" for the sake of "wellness". Its inner space reflects Illa's brand promise of brave spaces opening up to a "shine", liberating and freeing the self.
The Illa Script Tag formed in a hand-written script reinforces the "access" theme and states in two words what Illa does best.
Colors
Inspired by the very region from where the name Illa is found. These colors are designed to be applied in no more than four in any given application with "Andean White" as the base and "Gilded Light" as the accenting color.
HEX #F7F0E6
RGB 247 240 230
HEX #f4C608
RGB 244 198 8
HEX #246678
RGB 36 102 120
HEX #244045
RGB 36 64 69
HEX #7F786B
RGB 127 120 107
HEX #BC8414
RGB 188 130 22
HEX #4f0900
RGB 247 240 230
HEX #526448
RGB 82 100 72
Promise
Illa provides radically inclusive brave spaces to Black, Indigenous, People of Color in equitable environments, helping them feel accepted and be liberated.
Typography
The chosen typography formalizes Illa's professional practice with its strong contrasts and complimentary aesthetic.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234567890
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234567890
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234567890
Values
Liberty
Accountability
Visibility
In endless pursuit of Access & Parity.
Pattern
The pattern is "Illa" in an abstract form blurring the lines of its representative form both as a "crown" — an extension of "shine" and a reference to "mental health" — and as a "(brain)wave/ (morse)code" — an extension of communication".
The "Illa" is placed in a random repeating pattern to showcase the acceptance of the often messy unwinding process towards progress. The pattern is used to accentuate images by offsetting the pattern in the background. A reminder of the work Illa does.
