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The Assignment: To project a sophisticated designer look that reflects the overall club styling which is warm, plush and business-like. Research showed that the atmosphere in competitive clubs did not put many prospective clients at ease. Shape Up would be able to position itself effectively by appealing to a more sophisticated audience that would relate to the club's styling. It was also one of the first clubs for men and women and this was also a key marketing factor. The Solution: Research pointed to an image that would be sophisticated, contemporary and somewhat understated. Numerous design approaches were evaluated. The selected logo represents a man and a woman as it defines the S in the logotype. It also reflects the visual impact of the chrome bars of the nautilis equipment, especially when used in a combination of black and silver foil. The Application: The logo and customized logotype were used on exterior and interior signing, a large three dimensional logo made of black plexi and simulated chrome - placed in the lobby, instructor's uniforms, an invitation, and stationery, forms and business cards. |