Let’s Do This – what a phrase eh? It certainly motivated me when it came to developing the company logo / branding identity.
Let’s Do This is a personal training company set up by Chris Cardy, not your average personal trainer Chris has knowledge of fitness AND nutrition and it was therefore key to cover both aspects with the branding.
Chris provided a great brief and visuals for styles he had seen and liked. From there we ran with a brand discovery exercise where we discussed how key to the Let’s Do This approach is looking after your body, heart and mind to achieve wellness and fitness in your everyday life so I was able to come up with 3 unique concepts for a branding logo…
Concept 1 was the idea of the circle and icon of strength which looked at how Let’s Do This is about a dynamic, get up and go approach to getting the body fit alongside a well recognised symbol; that of the circle to represent the wholeness of also eating and feeling well.
Concept 2 looked more at the ideas of natural elements, leaf and heart shapes in Let’s Do This’s company values again combined with the shapes which represent strength of body.
Concept 3 brought some of the above ideas together with the addition of clever typography to add a personal element to the design that linked in with the company name.
Concept 3 was both mine and Chris’ preferred choice it had strength in so many areas and covered all the key values of Let’s Do This. The almost leaf/natural looking like shapes to create the body shape out of the letters L,D,T from the company name were a clever play on typography. The idea of the person and body being at the centre of the Let’s Do This by Using the abstracted letter shapes along with a heart shape as the head showing the importance of heart and mind in achieving personal fitness was a great way to bring in all aspects of Let’s Do This.
I produced one or two development files where the style, colour and layout were refined into a final logo:
Once the final design had been worked up in to the required formats I was able to provide Chris with all the basic file types he would need to promote his brand online and in print as shown above as well as a logo guideline PDF to enable him to use his logo most effectively. The branding features a set of logo guidelines, to give the client a clear and simple instruction as to how they and other users should display the logo in order for the branding image to be used consistently allowing it to become recognizable and iconic over time.
One Line Studio will also be working with Chris in the future as his company grows to produce marketing flyers, business cards and website.