Pearlfisher New York partnered with Iyengar Association of Greater New York to create a new strategic brand positioning and identity for the brand.

Founded by B.K.S. Iyengar, a pioneer in the yoga world, Iyengar yoga is a practice with a rich history and a global reach. The Iyengar Association of Greater New York (IYAGNY) was established to develop the practice and community across New York and the neighboring states. In the face of an explosion of different styles of yoga in the region, IYAGNY was looking to engage their current audience in a deeper and more meaningful way, and forge connections with new audiences.

To capture Iyengar’s authenticity, heritage and depth, we took inspiration from the iconic practice itself. The new strategic brand essence – “complete alignment” – captures and reinforces Iyengar as something more profound than merely a form of exercise. The strategy showcases the dynamism of the brand, which is traditional and progressive, grounded and spiritual, rigorous and flexible and ambitious and approachable – as B.K.S Iyengar himself was.

New core equities – lines and circles – designed from the natural shapes of the body, have been derived from pictures of B.K.S. Iyengar himself in poses. Together they are a visual representation of the connection between body, mind and soul. Using the new equities, we have created a clear information system and hierarchy – across both print and digital – to make navigating class schedules quick and easy. Coupled with a more vibrant, rich and earthy color palette, the resulting design celebrates B.K.S. Iyengar’s lifetime commitment to complete and perfect alignment.