Komplett Fitness is a company selling training equipment and fitness consulting. Based in Norway, their target customers are those looking to buy commercial fitness equipment, such as healthcare institutions and gymnasiums.
Initial contact was made through my logo design questionnaire, and the following was stipulated:
We are in need of a new visual design (logo) for our company, Komplett Fitness. We have just finished up two different projects without sucsess. We are now seeking creativity elsewhere and would like to ask for your service.
I asked Ole, my contact at Komplett Fitness, to supply those previous unsuccessful logo designs, so that I may offer my thoughts and learn what directions to avoid. For confidentiality reasons, I cannot share these designs here, but my feedback was enough to convince Ole and his colleagues to hire me.
Preparation and sketching
Logo design a/
Icon represents a count of 001 — the first day of a fitness regime. The two zeros are given an angle to mirror the arms of your ‘Komplett’ ‘K’ — adding a sense of forward motion / looking to the future. The number 1 is shown in green, symbolising a positive start.Logo design b/
Circle used to emphasize completeness. Negative space highlights the ‘K’ of ‘Komplett’. Curved sections symbolise services offered — training equipment / consulting.Red, green and grey were listed as preferred colours in the design brief.
My client saw too much of a likeness to the BMW M3 marque in design a/, and b/ was favoured following focus group feedback.
I was asked to make some subtle changes, to add something a little extra to the symbol, so I brought the internal elements closer together. This integration greatly appealed to Ole, and his colleagues agreed on the improvement.
A number of logo layouts were presented for feedback.
The wide version (top-right, above) was ideal for the website framework which was already in place, and Ole suggested that variations could be used across marketing promotions.
A logo doesn’t need to be static, as long as certain aspects are kept consistent. Take the Tate Modern identity as an example. There are a number of design options that can be interchanged, offering a fluid brand to increase interest.
Logo in contextThe new logo has been added to the Komplett Fitness website. By clicking the small screenshot below, you can view a larger image. Alternatively, visit Komplett Fitness here.
Ole was kind enough to offer the following thoughts about our working relationship.
I would like to point out that we are very pleased with our new logo design and the way you conduct your business. It has been a great experiance for us to work with you. We will recommend your services whenever it is suitable.
We shall soon be working together on another logo design project, which I look forward to sharing with you all in the near future.
Your thoughts
I always value the constructive criticism from readers, so feel free to offer what thoughts come to mind.
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Published 3 months ago
By David Airey
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