The Great Exhale™ New Logo and Brand Identity

Rose Reynolds, FIT alum and Creative Director of graphic design firm Rose Reynolds & Co., partnered with The Great Exhale™, a private membership community for Black women, to lead their brand refresh project. The updated logo and brand identity needed to capture the spirit of the company's tagline: 'A Soft Space for Black Women.” The logo therefore had to visually communicate calmness and softness.
The new visual brand language incorporates:
• The bespoke Exhale logo font with gentle curves to capture the ethos of the community.
• A distinctive brand mark: the Exhale "e" and ellipsis, to communicate taking a pause.
• A modern typeface that easily integrates into a variety of settings, particularly digital touchpoints.
• A soothing, sophisticated color palette, grounded in peaceful shades of green, to inspire meditative calm.
• A word mark with a dark-to-light gradient to visually represent the act of exhaling.
• Shades of brown to evoke melanin, comfort, and a connection to the earth.
The new design showcases a signature brand mark, bespoke word mark, and an updated color palette. The brand colors include brown as a nod to the community the company serves, and green to signify the brand's commitment to supporting their members' healing, evolution, and relaxation.