I'm Poul Nielsen - owner and operator of a premium personal training company called Nielsen Fitness in Toronto. In early 2010, I'll be launching the newest facet of my business - Fitness Express - which needs a new, exciting, and dynamic visual identity.
Fitness Express will provide on-site personal training (in-home, condo, office, at the park, or anywhere practical) to clients in urban Toronto with plans for expansion. All of our trainers are fully certified are dedicated to helping people reach their fitness goals. The visual identity of the brand will be used on a website and promotional materials - including vehicles.
Our competitive angle is our simplicity and affordability. Fitness Express will cater to the general public – basically anyone who wants to get fit and stay fit, and will be priced lower than 'premium' personal training services which are covered off by Nielsen Fitness.
We believe a good workout is about effective design and not expensive equipment. We have created a 'fit kit' - all the necessary tools for an effective workout at home - which is the basis for many programs. A client with nothing more than a mat will also have a good workout with us.
And finally, we like to have a little bit of fun while we're at it - our goal is to have our clients look forward to their workouts.... instead of dread them!
Thanks in advance.
We are not targeting a particular age or demographic - we would like to appeal to anyone and everyone interested in a healthier and fitter lifestyle (regardless of starting point).
Here are some guidelines to help narrow it down:
-Those who want the convenience of having a Personal Trainer come to them.
-Those with busy schedules who don't have time for the gym
-Those who want to see results quickly
-Women i.e. stay at home moms
-Anyone not wanting the crowd, membership or inconvenience of a gym
-Those who want to hire a trainer who is regulated and continuously tested to meet company standards
-Those who want to hire a company they can trust
-Those who want a trainer from a fun, trendy and lively company
-Those who don't need a complicated or specialized program for specific injuries, illness, sports or disease (people who do would be directed to Nielsen Fitness).
We are looking for a simple, clean, sophisticated and fun logo featuring the "Fitness Express" name.
The logo should/could evoke the notion of "us coming to you" (the trainer coming to the client)/travelling/movement/change. We are open open to the notion of pictures/original symbols/artwork.
We'd like to see the use of the following colours (obviously not all need/should be incorporated):
Nielsen Fitness has a colour scheme and logo - that should not be factored in at all... the goal is for this to be completely new and different.
And lastly... a Vector based design.
Do not use pink, shadows, no use of barbells or other cliche fitness icons.
I've added a couple of fitness based logos that I like.
I'm open to the use of circles.