Aim Training Studios
Brief-led branding for a small local personal training business.
Challenge:
The brief was set by the owner of a personal training business called 'Aim Training Studios'. The brief was very specific and I had to work closely with the client to get regular feedback. Some of the requests were as follows:
> Use the colour blue throughout.
> Create a standalone, simple logo using the letter A.
> Include gym equipment/poses into the logo, if possible.
> Incorporate the slogan 'Achievable, individual, muscle strengthening' on the assets.
Initially, the brief was for me to create a colour palette and logo to place on equipment, clothing and business cards. The brief then expanded to advertising, merchandise and website design.
Solution:
After creating the logo, I began to create a brand identity, from visual language to brand essence. I provided the client with branding guidelines, including colour palette, logo, fonts, typography and composition. In order to create the website, the client hired an external website designer, with whom I worked closely to produce the first website draft. I have continued to do freelance graphic design work for the client, for promotional print materials and online advertising, upon request.
Visual Identity:
The colour palette uses dark blue/grey and white as the base colours and a lighter blue and green as the contrasting highlights. The colours were chosen carefully following the brief and using client feedback. The logo uses the A, which I have adapted to include gym weights in the composition of the A. It can be used as a stand-alone logo as well as a design asset throughout the visual language. To follow the same style of the logo with the clean-cut edges, I have used straight lines and shapes throughout the brand design. The random shapes trace various gym poses and expose one of the lighter colours, the additional white lines break up the larger blocks of darker colours. I also used the logo as a part of the design to break up the larger areas of dark colours. The fonts were carefully considered, as the client wanted a block sans serif font, paired with a fun handwritten style font.
