Priority Physiques (PP) is a starting up business aimed at providing in
home personal training and female group training programs. Its prospects
are women serious about making fitness a priority, looking for high quality
fitness programs, yet not time consuming.
Being aware of the importance
of conveying its service's nature in a proper manner, the firm ordered
our starter package last March.
The main requirements to take into account were:
Target: Women aged 25-55 who, have jobs and kids and want to incorporate
into their lives.
Image to convey: Personalized, professional,
FIRST LOGO CONCEPTS
After briefing, designers started working on possible logo concepts. They
soon later delivered this sequence of concepts:
Initial concept #1
Initial concept #2
Initial concept #3
Initial concept #4
Initial concept #5
The initial concept #5 was chosen to be
refined in the following revision stage. We were asked to add purple or
lavender colors for the symbol and keep the business name letters in black.
We were suggested to keep it simple and include a small hint to the fact
that it is a fitness-related service.
REVISION STAGE I
After receiving the customer's feedback, it began to be clear which design
patterns were preferred so it was a matter of getting deeper in them:
Again, the draft #5 was chosen, and regarded
by the customer as close to his expectations. There weren't explicit suggestions
for the following revision stage.
REVISION STAGE II
The draft #5 was qualified as "perfect"
by the customer, who decided to take it as his logo without getting to
the end of the design process.
The initials have been converted into curves to convey both the fitness
activity and the business name. The PP parallel structure shows the women
(light red) being guided by the trainer in a smooth, natural movement.
We believe that the final design expresses PP's identity faithfully. We
are as satisfied with this logo as our customer.
CASE STUDY. FINAL COMMENTS
We think this is a good example about how far a final logo can be from
its initial concepts. As we always remark, it is a process,
which mainly relies on the customer's feedback. So, we encourage our customers
to spend as much time as they may need to express their requirements and
opinions throughout the design process.
We hope it may help you understand our design process and know the quality
of our job in all its stages.
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