I'm often asked about the meaning behind my business name Aumida and my logo. A lot of thought went into every aspect of it so it's really hard to answer that question quickly!

So, I thought I'd write a blog that I can share with curious people.

I created the word Aumida, combining Aum and Ida and the powerful meaning behind these two 3 letter words.

Aum - Is the highest state of consciousness; the ultimate state of spiritual bliss when you can just be. With roots in Hinduism, Buddhism, and Jainism, the sound Om is now seen and heard in spiritual spaces around the world as a sacred sound and mantra. Aum is a foundation of Hinduism, where it is considered to be the very first sound of the universe. When said aloud, Aum sounds like a three-part word. The A represents creation, U is manifestation, and M is destruction. It's all-encompassing, the whole universe joined into a single sound. It represents the union of the mind, body, and the spirit. Some say that it has the power to unite those around us.

I'm a yogi on and off the mat and have travelled around the world learning from lots of amazing teachers and wise souls over the years. I'm not Hindu, but I was in India when I created my business name, and as someone who loves to travel, I have absorbed lots of symbols, practices, and rituals from many different cultures. Aum is one of those.

Ida - In the chakra system, there are 3 energy channels. the Sushumna that runs down the center of the spine and two channels called Ida and Pingala that crisscross and represent the masculine and feminine energies within you, or you could use the words - the logical and intuitive aspects of you. I'm not talking in terms of sex, about being male or female, but in terms of certain qualities.

Ida begins on the left of the Muladhara (root chakra) and passes through all the chakras in curves, ending to the left of ajna (third eye chakra). It's associated with lunar energy - hence the moon in my logo. Ida influences our mind and emotions fostering introspection, creativity, and a profound sense of calmness. It's nurturing, compassionate, and intuitive. I chose to reflect 'balance' using the colour purple but to highlight Ida as a nod to feminine empowerment and celebrating the qualities that those (male or female) who lead with feminine energy bring. Partnership not patriarchy.

Why the colour purple?

I have always loved the colour purple. When I was little, I was given free rein by my parents to decorate my bedroom any way I wanted. I painted it top to bottom with purple...and added purple curtains and accessories! A bit OTT you might say - and you'd be right haha!

As an adult, I selected different colours for my home, but for my business, choosing purple as my brand colour was an easy decision. Not only do I love it, but the meaning of purple from a colour psychology and spiritual perspective is really fitting for what I do and how I do it.

Purple both calms and stimulates our bodies, putting us in the right place for introspection and focused thought. It fosters creativity by awakening our senses while promoting the quiet necessary to make intuitive, insightful observations. Purple creates a harmonious balance of awareness and peace.

Purple is the colour of the crown chakra, also known as Sahasrara. This chakra is located at the top of the head. This energy centre controls our connection to spirit and our sense of universal consciousness, wisdom, unity, and self-knowledge.

A combination of blue and red, which traditionally have been seen as male and female colours, purple represents gender equality, non-binary gender identities, and unity, advocating for the empowerment of everyone equally. Reflecting my passion for inclusion and equality and my desire to amplify and celebrate feminine leadership qualities like empathy, collaboration, and intuition that contribute to a more holistic and relational approach to leadership.

Some words associated with the colour purple that resonate with me: courage, transformation, creativity, magic, ambition, wisdom, spirituality, inspiration.

 What does the logo mean?

The A in the logo looks like a mountain which has been highlighted by the moon. My coaching business serves individuals, relationship systems, and teams - by helping them climb and summit their personal mountains.

I have been advised by marketing professionals in the past to change my name and logo, but I'm glad I chose my own path. I believe there's magic in it. The idea came to me after much consideration, yoga, and meditation. Not everything boils down to marketing tactics and analytics. I created a business that aligns with my soul and my passions and my name and branding reflect that. I have no desire to be like everyone else - this is me.

If you'd like to find out about 1-to-1 career change & development programmes, or coaching for your team/organisation get in touch bev@aumida.com or click here to book a call.  

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