Whilst being mentored, the ever amazing James came to us witha client brief for the branding of a new and local gym.

The client was easy going and wanted a simplistic logo and set of 5 icons to represent their brand. The owner wanted to incorporate a pentacle into the main logo design (Karlam is a play on the clients name), and from that the set of 5 icons to represent each of the 5 elements branching from the pentacle as membership levels. The colours of grey, green and an optional purple were also requested. Additionaly, a grand opening flyer and banner were also requested once the main branding and identity were agreed upon.

We set about at first researching pentacles and the history/ (hollistary?) behind the icon and meanings. This is apparent in the first drafts that we sent back for comments. The symbols we have created stem from the 5 elements of earth, air, fire, spirit and water. We stayed within the colour scheme requested (greys and greens) for a sleek and modern feel. Our first iterations as below incorporated our research a little too well, and whilst the client was very happy overall, we were aseked to redesign the icons to portray each membership more clearly for the aspiring gym customer. Our bold and confident sans serif typography was deliberatly chosen to match and convey the aesthetic of the modern and contemporary gym-goer.

The second iterations were well recieved also, and we set to work on the flyer and banner as requested. Given the current worldwide pandemic, we are patiently awaiting final feedback from the client, but our mentor and ourselves are very pleased with the results of our branding for KARLAM Fitness thus far.