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CASE STUDIES

PRIORITY PHYSIQUES

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 CHALLENGE

The main requirements to take into account were:

- Target: Women aged 25-55 who, have jobs and kids and want to incorporate fitness
   into their lives.
- Image to convey: Personalized, professional, expensive service


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

CUSTOMER'S COMMENTS

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:


Revision #1

Revision #2

Revision #3

Revision #4

Revision #5

CUSTOMER'S COMMENTS

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

Revision #1

Revision #2

Revision #3

Revision #4

Revision #5

CUSTOMER'S COMMENTS

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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