JT Fitness is a start up personal training company and I was approached to provide a strong brand presence in what is an increasingly popular market.
The defining attributes of the JT Fitness brand are listed below and were used as a basis for the tone of voice when creating the branding.
1) A home business
2) A personal one to one service.
3) All levels of fitness encouraged
6) Time optimised
7) Providing motivation
I experimented with the word marks over half a day trying out different wording, font pairing and layout possibilities. The business owner chose one from the final few that I presented.
This was a symbol developed that alludes to being stretched physically to gain fitness and also vaguely resembles a heart beat. We wanted to move away from the obvious symbols like icons of weights.
To preserve the integrity of the brand in the near future, I put together some brand guidelines to ensure that the visual consistency can be maintained if it was handed over to a web developer or another designer.
I have developed some leaflets and business cards so far. More to come hopefully including some motion graphics!
- Brand identity