How We Managed To Distill Everything We Know Into 2 Symbols

kgm logo2

When we set about designing the official logo for the Kerry Gaynor Method, we were aware of the unique challenge we’d face. We wanted something unconventional and thought provoking – a symbol that would instantly convey the transformative appeal of The Method. The sticky part for us was that unlike most brands, we faced an extra layer of difficulty: our target audience was comprised of people (smokers) who, by the very definition of their addiction, had a visceral urge to avoid learning about any smoking cessation techniques.

To capture the essence of what The Kerry Gaynor Method is and (more importantly) how it helps smokers break the chains of their addictions, we needed some help. How were we going to encapsulate everything we knew about The Method and our brand into a logo? Knowing whom to enlist when you need help is pivotal, so we turned to the branding firm Siegel+Gale for direction in developing our logo.


WHY the_x+ ?

After a few months and several rounds of ideation, we decided on the logo you see above. It’s wittingly simple. It’s an x and a plus sign. These two symbols are a reference to our tagline, “STOP SMOKING START LIVING” which is in itself powerful and positively inclined framework for visualizing quitting.

The relationship between the x and the + evokes the process by which The Method works. When seen side-by-side, it is clear that a + is nothing more than an x rotated 45 degrees. This is a visual representation of The Method’s core ethos: a major change can be initiated with one relatively small shift, or rotation.

As for the symbols themselves, they represent the act of fundamentally changing your life through a simple shift in perspective. The x represents the act of quitting – the negation of your addiction. The + next to it, however, signifies all of the positive things you will gain by kicking your smoking habit for good. That could take the form of regular exercise, eating healthier, meditation – any sort of activity that impacts your life positively.

The color scheme of our logo also helps to underscore this theme of change and vibrant transformation. While the x is gray and colorless, the + is a bold magenta that pops without being overbearing. In the simplest sense, this represents a choice between death and life, inaction and action, decay and growth.

It’s a simple but powerful message: quitting smoking means achieving the freedom to add positive things to your life, rather than simply subtracting a bad habit. This is an important point to communicate to smokers, many of whom think quitting means living in a constant state of self-denial. Nothing could be further from the truth!



The Kerry Gaynor Method is about harnessing positive power to overcome the addiction of smoking cigarettes. All it takes is the desire to quit, and you can give yourself the ability to walk away from cigarettes forever. It’s been said by nonsmokers who quit with The Kerry Gaynor Method that taking up smoking was actually harder than it was to quit smoking. We think that’s a pretty profound new paradigm.

Roxana Saidi

In June 2011, Roxana became the third founding team member of The Kerry Gaynor Method. Kerry’s mission to rid the world of cigarettes was a very personal one as many of her friends and acquaintances had already quit smoking thanks to Kerry. Roxana regards her role at the company not as a position, but instead as a leader in a movement to eradicate death, suffering and illness due to cigarettes.



Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>