I’m getting a new logo. It’s still at the ‘rough outline’ stage, but take a sneak preview:-
It’s led to a great many questions on how you convey the essence of the Alexander Technique in an image about an inch square. The problem is, the Alexander Technique is just SO BIG.
Think of all the different things you can use it for.
Racquet sports? Big tick. Let’s have a racquet in the logo. Musical instruments and singing? Most definitely. Ok, add a violin. Running and cycling? Yes. A running shoe. Martial arts? Certainly. Quick, get a karate-hand in there. You’ve forgotten crafts. Knitting and sewing? Definitely. Get a ball of wool and some needles in. Horse-riding? Yes. We must have room for a saddle. What about the medical problems? Back pain, neck pain, RSI, CFS – just how many medical conditions have been helped by this work? Squeeze up, guys, we need a bone or two at least.
How big was this logo??
And that’s just the ‘what’. We haven’t yet considered “how”. You get more speed, accuracy, thinking time, clarity and coordination. You get less confusion, pain, stiffness, tiredness and awkwardness. These are pretty abstract concepts.
But not as abstract as the ‘personal growth’ aspects of the work. Happier, calmer, easier to live with, less panicky, more fulfilled, less ‘stuck in a rut’. How do you even begin to portray them in a picture?
And for good measure, there’s the whole problem of scepticism.
Once someone has had a few lessons, they can see exactly how the Alexander Technique can do all these things. They see how broad-reaching it is, how it looks at you, your movement and your ideas, regardless of what you apply them to. From the outside, this sounds highly improbable. Claim too much and you risk alienating your potential students, even if every single word – or picture – is true.
So I have asked for hints. Suggestions. The essence rather than the particulars. Movement. Ease. Elegance. It’s not finished yet. My designer(*) is still shaping and tweaking. Keep your eye out in the new year for the finished product.
(*)Helen at HandHeld Designs, my lovely and very talented sister-in-law, firstname.lastname@example.org