Brand identity design for Hale Caneroğlu, a personal development coaching service based in Istanbul, Turkey.

The design aims to create a nurturing, safe and calm atmosphere by a using a muted color palette, a flower icon that references mandala drawings and a geometric typeface chosen for its simple clarity.

Idea of the icon is based on the Greek mythology of Narcissus (the myth that gave the daffodils its Latin name). According to the story Narcissus falls in love with his reflection on a river where he falls in and disappears. Personal development can be described as a moment of self-reflection and acceptance. This is why the icon is an abstract drawing of a daffodil, to remind people that we should not be afraid to fall in love with ourselves.