Brief:

Look at the mood board you created in the previous lesson task and use it for inspiration to create a logo for the fitness coaching brand.

You are free to choose whether you want to add a tagline or not.

While doing the previous assignment, I made a fictional fitness company, and had some thoughts as to how the feeling of it would be, but I didn’t actually have any tangible ideas as to name or how the logo would look. Taking the feeling of joy, friends, dancing to the next level and making a symbol of it required some research and brainstorming. I hit a wall early on with naming the brand, as it seemed every single thing I came up with was already in use somewhere. Luckily I got feedback from the teacher that we could still use the names we came up with, so I decided to name the company SOUND FITNESS. The name has a double meaning, sound for music, having fun but also sound as in free from flaw, defect, or decay. A gym is a place where everyone is welcome, a place where you have fun while working out. Loads of music and laughter where there is no pressure or expectations. With friends, partners, family, it doesn’t matter as long as all feel welcome. The consumer group is people 17-35, but the gym does not exclude any other age group.

I went through adobe font and searched for a fitting font, and the choice fell on Carbon. A sans serif font with some playfulness in it. I felt it was very fitting for this fitness brand. I created an effect, using colors, of movement in the Logo name and added a symbol for music, an LP. The end result is a youthful, joyful, and playful logo that leaves no question as to what The brand wants to convey: Come work out with us, there will be music, dancing, and joy.

I ended up deviating a bit from the original mood board, and not using too much color in the logo. My thinking is that the colors will be used in ads, websites, Instagram, etc, and keep consistency throughout.