The Ayurveda en Jij logo is strongly geared towards the target audience and the feel of the practice.

The lotus symbol is a recognisable sign within Ayurveda, but in this version it's kept sharp and modern. That way it doesn't feel new-age, but professional and aimed at the target audience.

The shape is simple, clear and works well on clothing and other applications.

The overall look feels calm, considered and trustworthy. Combined with the colours, it creates a feel that's modern and warm, without becoming overly spiritual.