Balance Fitness. Logo Redesign

Transcription

1 Balance Fitness Logo Redesign

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3 Table of Contents About Balance Fitness 2 Project Details 3 Current Logo 6 Logo Variations 8 Final Logo 10 Logo Applications 12 Summary 14 Contact information Client: Balance Fitness 1155 Stone Dr, Harrison, Ohio (513) Designer: Emily M Gaston 1044 California Road Okeana, OH (513) emgaston@cincinnatistate.edu 1

4 About Balance Fitness Balance Fitness is a 24-hour, fitness center/gym in Harrison, OH. They serve the people of Harrison, Dearborn County, Lawrenceburg, Miamitown, and Cleves. They offer a 15,000 square foot facility with free weights and machines for weight training and cardio, as well as personal training, group classes. and supplement sales. The Balance Fitness facility has weight machines, bench press and weight benches, free weight racks, kettle bells, squat racks, treadmills, elliptical machines, step machines, rowing machines, exercise balls, foam rollers, exercise bikes, and more. They have several spin classes, as well as classes for pilates and yoga. 2 Their goal is to help make health and fitness easier for their members. They want to convey and execute a professional, community-building atmosphere and clean environment. They stand out from their competitors by having a clean, large, open-space facility and a facility management team that practices outstanding business ethics. T heir target audience is all ages of men and women, of all income levels. A target audience that they would like to reach that they are currently not, is females aged Many of their members are former military, and they show support for them by displaying the flags of all the military branches in the weight room. Some of their members are gym rats /amateur bodybuilders while some are stay-at-home moms.

5 Project To rebrand Balance Fitness, and provide them with a new, updated/modern logo that more successfully represents their brand. Project Guidelines Redesign and update the logo so that it still accurately represents Balance Fitness brand and their services. Deliverables One logo and a project proposal with client information, process, final logo (shown in black-on-white, white-on-black, limited color, and full-color), and logo uses and guidelines. Objective Innovation of Balance Fitness brand, logo, and marketing material is expected to make their company and services more relevant and appealing to their current target audience, as well as their desired audience of females aged

6 Wordlist for Inspiration Strong, strength, balance, fitness, exercise, bold, graceful, healthy, in-shape, muscles, muscular, core, courage, energy, endurance, fortitude, power, powerful, force, stability, toughness, improve, improvement, calibrate, fine-tune, connect, focus, sharpen, skills, skillful, adapt, coordination, train, training, community, friendly, support. Schedule Creative Brief: Sketches: 99% day: Final logos due: March 6th, 2017 March 8th, 2017 March 13th, 2017 March 15th,

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8 Current Logo The current logo for Balance Fitness is a curvilinear f inside of a bold b shape, forming an uncompleted square. The typeface is script for the word Balance, and there is a smaller, bold typeface for the word fitness. The logomark itself needs updated since the viewer sees the f first, and then the b. The script typeface also does not fit with the target audience of Balance Fitness or their products and services. The colors are also no longer consistent with Balance Fitness brand. In order to reach their current and desired target audience, Balance Fitness needs a new logo that will be much more appealing to that audience. 6

9 Clients Thoughts on Logo The clients agreed that the old logo is unappealing and does not fit well with their target audience or the services that Balance Fitness offers. For the new logo, the clients wanted to experiment with a shield or badge style logo. A couple logo designs that appealed to them were lululemon and UnderArmour. 7

10 Inspiration for Logos Inspiration for several of the logos was from studying the muscular structure of males and females. Several variations of the logos are focused on abstracting the muscular structure of the latissimus dorsi and trapezius muscles, as well as focusing on a person s core muscles, such as the rectus abdominus and external obliques. A couple of the logo variations were also inspired by the shapes and elements of free weights that are commonly found in Balance Fitness weight room, such as weight plates. 8

11 Version A Version A is an angular, rectilinear version of Balance Fitness current logo. It utilizes the first two letters of each word of the company, Balance Fitness, yet in a more modern way. Typeface is BigNoodleTitling, Regular. Version B Version B includes imagery of a weight plate and stars. This version achieves the clients request of a logo that looks like a badge. It also has a military feel with the stars patch-look, which will most likely appeal to current and former military members. Typeface is Futura ExtraBold Condensed. Version C Version C is a simplistic representation of the muscular structure of the rectus abdominus muscles. This design is bold and strong and incorporates some muscles of a person s core. Typefaces are Futura ExtraBold Condensed and Museo Sans 100. Version D Version D is an abstract representation of the muscular structure of the latissimus dorsi and trapezius muscles. The triangle symbolizes the traps and the lines, the lats. This design could appeal to both men and women. Typefaces are Futura ExtraBold Condensed and Museo Sans 100. Version E Version E is a simplified version of the trapezius and latissimus dorsi muscles. This logo is more curvilinear, and could appeal to women as well as men since it is a very non-gender-specific shape. Typeface used is Montserrat, Black and Thin. 9

12 Final Logo The chosen typefce is bold and strong, yet still thin, so it will appeal to both men and women. The shape of the logo incorporates the imagery and elements of a weight plate, and the stars in conjunction with the logo shape and visual style give the logo a military feel, somewhat resembling that of a shoulder sleeve insignia (SSI) or morale patch. The imagery of the weight plate will appeal to the majority of their target audience who utilize the weight room for the main part of their workouts, and the morale patch look will appeal to the many current and former military members that work out at Balance Fitness. The logo utilizes Balance Fitness current brand colors that have been used to repaint the facility: A bright blue, dark grey, and white. In addition to the full-color version of the logo used on the dark grey background, different versions of the logo for printing and technology restraints include: black on white, white on black, and limited color on white, grey, or black. 10

13 Logo Variations 11

14 Applications of Logo 12

15 Applications of Logo 13

16 Summary This redesigned logo will achieve Balance Fitness goal to develop a new logo that is much more appealing to their current target audience, and will still atract a newer target audience of females aged This combination of the bold, yet thin, sans-serif typeface and the weight and military related shapes and elements of the logo will be appealing to Balance Fitness wide customer base. Thank you for your time in reviewing this proposal. If you have any further questions, please don t hesitate to reach out to me by phone or . Emily Gaston (513) emgaston@cincinnatistate.edu 14

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