Tarot Business Branding : Logo Case Study
Branding is a powerful tool for any metaphysical or spiritual business, helping to create alignment, attract the right audience, and establish a deeper connection.
This case study explores the journey of rebranding my tarot YouTube channel, refining its identity to better reflect its unique reading style.
Over time, tarot readers evolve, and their brand should grow with them. This project highlights the process of choosing a meaningful name, designing an intuitive logo, and ensuring the visuals communicate the essence of modern tarot—beyond fortune-telling clichés.
In this blog, discover how thoughtful branding can enhance a tarot business and help attract the right audience.
The Brief
Over the past year of running my tarot YouTube channel, I realized I’m not a predictive reader—aka a fortune teller. (Though, let’s be real, sometimes predictions sneak their way in.) My readings focus on action-oriented guidance for those feeling a little lost, helping them gain clarity and confidence.
With that in mind, I wanted a logo that felt grounded and meaningful—something that would resonate with the curious and introspective souls drawn to my readings.
The Challenge
My original channel name, Rainforest Oracle, painted a picture of wandering through a lush, mysterious forest in search of wisdom—stumbling upon an oracle or guide along the way. While I loved that sense of exploration, the name no longer felt aligned with how my readings had evolved.
I needed a fresh name and a logo that captured the essence of my readings: exploration, direction, and personal discovery. The real challenge? I didn’t have a new name yet! So, I started with the visual—what symbol could represent that journey? A compass? A star? A talisman?
Logos usually start with a name first, but I’ve never been one to follow the conventional path.
My goal was to create a mark that reflected the type of tarot readings I offer—one that resonated with the people I want to help. I also wanted to break away from overused “fortune-telling” imagery, instead crafting something rich in symbolism and personal meaning.
The Solution
Sketch explorations for Wondering Soul Tarot logo and branding
My tarot clients often come to me when they feel lost or uncertain, looking for guidance and a new perspective. Naturally, my mind went straight to the idea of a compass—a timeless tool for navigating the unknown.
A compass typically features eight cardinal points, which led me to the octagram (eight-pointed star). Not only did this shape fit perfectly with the idea of guidance, but the number 8 holds deep personal significance for me—appearing in my birth date, year, and even my life path number.
As I researched the meaning of the eight-pointed star across different cultures, I found powerful connections:
Hinduism: The eight-pointed star is associated with Lakshmi, the goddess of wealth, whose symbol represents eight forms of abundance, from prosperity to knowledge. There are also eight main chakras in the body.
Buddhism: The Eightfold Path teaches self-awareness and freedom from suffering, guiding individuals toward enlightenment.
Wicca: The Wheel of the Year is an eight-pointed symbol marking seasonal changes, emphasizing cycles of transformation and growth.
Each of these interpretations reflected aspects of my tarot practice—guidance, balance, and the power of self-discovery.
With these ideas in mind, I started sketching and refining the concept until I found the perfect combination to represent my brand.
The Result : Wondering Soul Tarot
Wondering Soul Tarot Logo
The final logo is built around an eight-pointed star with seven directional markers inside—representing paths already explored or dead ends. A single arrow points North, symbolizing one’s North Star—a reminder to break free from limitations, step outside comfort zones, and forge your own path.
To enhance the meaning, I enclosed the symbol in a circle, creating the look of a seal or talisman. A touch of old-world charm was added through a rough edge and a whimsical typeface, giving it a sense of history and magic.
As my channel grows, I envision this mark becoming more than just a logo. It could serve as a personal talisman for others—symbolizing new beginnings, transformation, and the courage to explore uncharted territory.
What do you think?
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