Primal Planitz
I helped rebrand the organization behind the Primal Diet for a new era of growth with a name that is distinct and representative of the true heart of the diet/lifestyle – its creator, Aajonus Vonderplanitz.
I helped rebrand the organization behind the Primal Diet for a new era of growth with a name that is distinct and representative of the true heart of the diet/lifestyle – its creator, Aajonus Vonderplanitz.
Early sketches of the mark were a “PP” monogram – with the second “P” flipped as if the “P”s are circling each other. This monogram also looks like “PD” which represents the original name, the Primal Diet.
Later iterations revealed shapes within the PP monogram: fish swimming, an hourglass, the globe and the letters “AV.”
Fish, while not a significant part of the diet, are a good symbol for nature and health. The two fish combine to reference the Yin Yang symbol – representing balance.
The hourglass shape is hidden in the negative space between the fish and highlights the value of health as it relates to longevity.
The negative space within the hourglass forms the letters “AV” reading from top to bottom. This places the founder, Aajonus Vonderplanitz at the heart of the logo.
Extending around the logo are the edges of a globe with longitudinal lines. The new organization is focused on expanding its reach and impact on the world – offering counseling services, conferences and eventually destination retreats along with the core information materials that build the foundation for their work.
Circling Fish / Letters "PD" / Letters "PP" / Yin Yang
Letters "AV" / Tipping Hourglass
Globe / "Planitz"
