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Exercise

CHALLENGE

Exercise was acquired by a large fitness company in the US. Their strategic approach changed from being an e-commerce seller to a brand that delivers content and solutions for fitness and wellbeing.

SOLUTION

As the brand was already well known within the UK, I approached this re-brand with caution. Seeing it as an evolution, with a modernised and adaptable logo and colour palette.

Existing Logo

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Running Person Icon Development

I worked through multiple 'sketch & refine' stages with the goal of developing the perfect icon to accompany the logotype. The client wanted a mark that would be identifiable as theirs, to give them a sense of pride and ownership of their brand. From a practical standpoint, we agreed that an icon of some form would be needed to further establish the brand across social media and smaller digital applications.

Exercise_Logo-Ideas

Final Icon Choice

I explored the development of all the icons but came to a choice of two when presenting to the client. The iconic running person was chosen and this was further refined into the final icon. 

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Application and Development

With the logo completed and approved by the client, I moved onto extending the brand by designing a complete e-commerce icon set, conceptualising products and developing a style guide for the new identity.

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The icon set comes from the logos 'cuts', seen within the 'e' of the logotype and the running person. This was applied where possible throughout the entire icon set.

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I'd love to hear from you

© Joey Owst, All Rights Reserved 2020.

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