The first step was creating a mark that was clean, strong, and positive. The previous logo had used clip art of hands, which is a common metaphor for chiropractors and massage therapists. The word Soma, which is latin for body is emphasized by treating it in all caps and a darker blue. The tagline "the core of good health begins here" was created to connect the name with the philosophy and started as a campaign to promote a new office and move to River North. The orange represents the core, or center, literally here as a circle. The colors used are colors of comfort. Blues, which denotes health, soothing, and life. Orange is a bit of a fire color, to represent the individual.