We were contacted by an international power lifter and elite personal trainer to help build his branding. Already an established coach, we wanted to create a strong visual identity to associate himself with the content he was already creating. As a leader and influencer within his specialist sports discipline the difficulty was in finding something that would work well in a gym environment but without looking too bland. We’ve done a fair bit of powerlifting ourselves, so we knew our way around this sector, the goal was to create a logo that was appropriate for his high end clients without falling into fitness cliche. For personal trainers, the person is the brand, so we wanted to keep the business name front and centre of the design. The aim was to create a design that could then be used across the board, in a modern and minimal website design, but still be easily identifiable on a t-shirt from across a lifting platform.
With a business name already in place, we explored a wide range of options for this logo design. While we experimented with a number of fitness related icons, some specifically relating to power lifting, other more generically muscle related, we didn’t strike gold. The whole point of the concepts stage of a logo design is to put down on paper (or at least on a computer screen) some of the options so that you can rule them out. It’s very rare to have a single idea at the start that ends up exactly the same format – although it can happen. In this case, we played around with creating an icon based on the business name initials. With guidance from the client on font and layout, we narrowed this design down to a simple, but brilliantly bold logo. Clearly conveying the nature of the business.
- Competitor research to identify key stylistic elements
- Original concepts created followed by two rounds of edits
- Raster and print ready vector files created for online and offline use