Identity system inspired by Japanese belief

Identity system inspired by Japanese belief

Heart & Soul Presentations


This was a tough brief: the client, a speaker on palliative care issues, needed an identity system for her business that represented the sometimes difficult issue of death in a positive light.


The brief included the quote “Conquer the fear of death and you conquer the fear of living” so our first goal was to search and discover a link between death and life. Through in depth research we discovered a Japanese belief that a butterfly is the soul of a dead person: souls of the dead take a butterfly shape in order to announce their separation from the human body.


This inspiration was just the right take on the life/death relationship. What we needed was a way to visual depict this idea. We further researched traditional Japanese art forms and eventually found a ‘how to’ origami book which contained many different origami techniques and finished products, one of which was a butterfly. We converted this origami shape into a graphic image and multi-coloured it to reinforce the life aspect of the idea. Typeface we selected is called Tranquility and we thought its whimsical fluidity was as appropriate as its name.

heart soul logo design adelaide