• A$150

• 229 designs

• 75 designers

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Logo Design Brief

I am a small fitness studio based in Canberra Australia that offers small group classes. My target market is mainly females ages 20 - 40. While I attract females the design should not be exclusive to them. My location is trendy and upmarket. The interior of the gym will feel like a garden supporting the name cocoon. I love the idea of a font based logo and I do like a cursive style font (but I'm open to suggestions). The word "Cocoon" should be focused on and "Fitness Studio" as a subtitle or tagline. I love cool jewel tone colours, and love watercolour. The final design should communicate life transformation and fitness.

Target Market(s)

What do I do?
I teach self-esteem and self-love by building confidence and developing a supported and engaged community for my clients.
How I do it?
I coach small teams that train consistently at my fitness studio, supported by nutritional and psychology advice, to provide a supportive and engaged community to build a lifestyle of health and fitness for my clients.
Motivation, accountability, personalised coaching with professional education and support.
Fitness with nutrition and a positive mindset. Mindset and nutrition are key ingredients that underpin successful training; you can not out train a bad diet or self-sabotaging attitude.
Why do I do it? (Purpose / Mission Statement)
I do it because it improves lives not for just my clients, but for their families and that makes me feel good.
I make them feel like part of the family, enabling them to achieve their goals and build a lifestyle of health and fitness within a supported and engaged community.
Passion for fitness and a desire to serve.
For whom do I do it?
I do it for my clients, myself, my family and the community.
Who is the competition?
My competition is the sugar industry (fast-food, soft-drink, takeaway, unhealthy snacks). My competition is not other gyms or other personal trainers.
What makes me different?
I was the story. I came from where they come from. In all of them is a part of who I was. I changed that, and I know I can change that for them. I relate, they relate. I listen, we act, and they change.
A gym membership gives people affordable access to equipment, but they may not achieve results by themselves and they are unlikely to be supported by an engaged community. Personal Training is expensive but will achieve results however, it lacks the supported and engaged community.
My point of difference is that I enable and empower my clients to build a lifestyle of health and fitness through a supported and engaged community that provides motivation, accountability and personalised coaching with professional education and support.
Values:
To know every individual story. To understand how they got here and to commit to creating a supportive community where fitness changes lives.
 
Brand personality:
If your brand was a person, what kind of person would it be?
It would be well presented, not overly serious, a great listener, bubbly, kind, compassionate, empowering and genuine.
What does your business ‘feel’ like?
It feels fun, safe and empowering
How do you say hello?
A warm smile.
Who are you dressing up for?
I dress for my clients, so they feel comfortable to take pride in their appearance.
Who is your customer?
My customer is female, though I do not want to market as female only as this does not align with my inclusive community approach.
What does your customer want?
My customer wants to love herself again, to appreciate her body, to lose weight and look a certain way
Buyer Personas:
Sarah is thirty. She feels like she has missed the boat for marriage and kids. She is super successful in her work place, but it is at the expense of her social life and health. Friday drinks after work and Social media are her outlets. She hates the way she looks, she avoids looking in the mirror and will physically lash out at her thighs, hitting them, calling them stupid and fat. Sarah only has about 10 kg of extra body weight. She has stopped going out with her friends on the weekend because she hates the way she looks in clubbing clothes. She is at her wits end. She is to nervous to join a massive group class because she doesn’t want to look like a dick in front of everyone. She wants to lose the weight, wear a bikini and have an Instagram bum. Work keeps Sarah up at night. She is on FaceBook and Instagram. Her objections are time.
Jodie is 38. She used to be a makeup artist for a huge company in Sydney. Jodie chose family over her career. She moved to a small town and had three kids. Her youngest was seven when she found out she was pregnant with her fourth baby. Her husband is away a lot and she has gained 25 kg since being a makeup artist. Jodie’s makeup artist friends are living in London and Paris they are all thin; and while Jodie loves her family she resents them. She hates who she is now. She hates her body, she hates that she has to work in a retail store as a casual selling cheap clothing; she hates that she isn’t doing fashion shows with her friends. She misses her husband. Her husband tells her she is beautiful, but she doesn’t believe him. Jodie wants to lose weight and be thin, she is going back to Sydney in a few months and would die if any of her old friends saw her. Jodie is to ashamed to join a big group class. Her objections are cost and time.
Vivian is 37 and marketing manager for an all-female firm. She does yoga and was an endurance runner. Vivian works hard and has a reputation for being a bulldog in her industry. She has two kids and her husband is a high school teacher who is the children’s primary care taker. Vivian works her own hours. She has no excess weight but would like to lift more weight. She has an appreciation for her body and would like to keep it strong and healthy. Vivian is kept awake at night by the idea of exploring the world. Which exotic location will she visit next? Her objections are location and commitment.

Logo Text

Cocoon

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Logo styles of interest

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Font styles to use

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Colors

Designer to choose colors to be used in the design.

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Requirements

Must have

• It must have the words "Cocoon." The final design should communicate life transformation and fitness. The words "Fitness" and/or "Studio" is optional. The focus should be on the word "Cocoon." It must be unisex. See image 062711

Nice to have

• a mix of cursive and print style fonts. Electric blue or cobalt something that will standout on a green back ground. It should feel pop, fun, exciting and upmarket.

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Files

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