In creating this logo for Al Karaama, a Marin County massage studio, my goal was to create something that had a light quality about it and also reflected the Middle Eastern roots of this business. The word that kept coming to mind for me was ‘effervescent’, the feeling of stress dissipating as you receive a massage, almost like bubbles rising in a glass of mineral water, the stress would rise right out of you with this massage.

I didn’t intellectualize too much as I started sketching because sometimes we can be our own worse enemy, often editing and stifling ideas even before they have a chance to come forth, and at one point my hand created a swoosh that felt like a body on its side and I was off and running with the foundational structure for this logo.