Ametist

Ametist Psychological Counselling and Coaching Academy is an Ankara institution working in psychological counselling and coaching. In 2021 we designed the brand's logo: an emblem drawn from an amethyst flower and the Ametist wordmark.

The logo had to carry the institution's outlook.

Ametist's starting point was a single sentence: there is value within every individual. The logo had to turn that sentence into a mark, and also recall the precious stone the brand is named after.

The idea: an amethyst flower.

The emblem is made of three leaves opening outwards with an amethyst stone set between them. The leaves are orange; the stone and the Ametist wordmark are purple. Beneath the wordmark, "Psikolojik Danışmanlık ve Koçluk Akademisi" (Psychological Counselling and Coaching Academy) is set in orange.

The result: a simple, two-colour mark.

We delivered the logo in colour and on purple and orange backgrounds, as a standalone emblem and as a wordmark on its own.