A new client came to GLD looking for a website for their company. The owner is a very inspirational person with a very interesting background. Her company is called Phoenix Fitness and the name of the company is based on her life experiences and changes. After she sent over her original logo alarm bells started ringing. The logo was clearly a stock image with a circle behind it! The logo is the most integral part of a businesses identity, if that logo went online, it wouldn’t matter how nice the website looked it would be discredited because of the poor logo. After a quick chat to Sharon she allowed GLD to re-design the logo and this is how GLD went about it.
1. Concept Sketches
The premises behind the design was already strong, Phoenix Fitness is a really well suited name as it gives aspirational connotations. A phoenix really needed to be present in the design but without being tacky. After several sketches GLD came up with the idea about incorporating the phoenix and circle into one object.
2. Import and Trace
Now that we had the concept the next step was to scan in the image and start tracing around the image in Illustrator.
3. Tidy and Develop
Next thing to do was to tidy up the lines make them stronger and also build the face of the bird.
4. Colour and Text
Now the fun part begins. Adding the colours and text. Sharon’s one request was that the phoenix is purple. I think it was a very good colour choice for the industry she works in, vivid and unisex. The logo looks good but not great, next thing to do is to add some depth
By playing with gradients and overlay effects we now have a logo which is striking and full of depth in visuals and concept.