• C$160

• 33 designs

• 11 designers

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Logo Design Brief

We need a logo for a new Canadian Company which sells one monthly pass that allows people to try different fitness classes every day if they so choose, we partner with as many different fitness studios and gyms we can that provide group fitness classes. For example with our pass you could attend Yoga one day, weight lifting the next, rebounder the next, martial arts the next, different styles of dance, bootcamps etc. etc. You can try something new each day. We provide an endless variety of options for classes and activities to do with just one pass. We are targeting a younger audience between the ages of 18 and 35, we want to attract people who like group fitness activities and want to try new and different things on a regular basis to achieve their fitness goals and have fun doing it. The final design should communicate fitness, fun and variety at an affordable price.

Target Market(s)

Target A:

 Men and women

 Millennial generation (age 18-36)

 Enjoy group fitness

 Find personal workouts boring

 Need fitness motivation

 Seek a social atmosphere

 Want a variety of different classes

 Own a vehicle

 Have a career job or are in a an average to higher income bracket

o Income level $40,000 +

o Can’t afford to have multiple gym memberships

 Value their health

 Eat healthily most of the time

 Enjoy trying new things – have a sense of adventure

 Live in Canada (Only focusing on BC right now to start)

 Single or young couple, no kids

Keywords for each persona

1. A Targets – Victoria gyms, Victoria studios, Victoria yoga classes,
Victoria kick boxing classes, Victoria fitness classes, Victoria group
fitness, Victoria gym memberships, Victoria gyms

2. B Targets – increase gym memberships, lead generation for gyms,
acquiring new gym members

3. C Targets – gym memberships in large cities, choosing the right gym in your city, yoga memberships, gyms etc.

Targets: People who enjoy attending a variety of different fitness
classes. Both men and women who live an active
and healthy lifestyle, enjoy group workouts as oppose to personal
workouts, enjoy trying new things, want a variety of different
classes and the freedom to go to a yoga studio one day and a kick
boxing class the next day. They also have an average income level
and can’t afford multiple memberships.

B. Targets – Gym and studio owners who want to increase their
customer base. Small to medium (not corporations or chains)
gym/studio owners who want to get access to more people,
increase their class attendance, add to their class schedules, get
their personal trainers access to more people.

D. Targets – people who don’t want variety, but who want a way to
test out new gyms before deciding to commit to one gym. People
who are looking for a new gym and want to evaluate options by
testing out equipment, classes, trainers, amenities and
atmospheres at different gyms before they commit to a
membership. These people don’t necessarily enjoy trying new
classes or need variety, but want to take the time to find the right
fit for them and research their options first. They like routine and
knowing what to expect at the classes they attend. They might
also be new to exercise and intimidated by new classes or
instructors and want to find their favorites and stick to them.

E. Businesses – Companies that want to offer their employees gym
benefits but don’t want to limit them to only one gym location.

Industry/Entity Type

Fitness

Logo Text

Fitness Freedom your fitness, your choice

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Logo styles of interest

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Requirements

Must have

• in the logo we want to depict freedom and the opportunity to try new things and have a variety of fitness classes to go to must depict an active theme.

Nice to have

• Would like to have at least 3 different showings of things you can do with our pass: I.E. Classic Yoga pose, Weight lifting, or kettle bell lifting, cardio class etc. Does not have to we are open to other designs but this was our original vision for the logo. Also we are attaching a file of the very crappy logo that we found online and tried to modify. Please don't let this logo be the deciding factor of the designers we are very open to different depictions of this.

Should not have

• Should not be specifically feminine or geared towards women. So should not have very pink colours, should not have a girly look for example. Must not look like a discount or cheap, company. As we need to appeal to both gyms/studios who want to partner with us and consumers who want to buy a pass. We need a good balance between upscale image and affordable price for consumers.

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Files