Project Overview

Client: Flex Fitness Studio

Goal: The client—a small, locally and woman-owned fitness studio—wished to rebrand with a unique identity. They needed a logo that would embrace and emphasize mindful movement (like yoga and Pilates) while projecting a welcoming, sophisticated, and community-focused vibe to the neighborhood.

Design Strategy

I established a strategy to intentionally avoid clichéd fitness imagery. After sketching common motifs to clear the space, I focused on creating an abstract mark that captures flow, energy, and balance.

The final logo mark is composed of rising, curved forms that symbolize the human body in dynamic, graceful motion. The small, centered circle provides a visual anchor, representing focus and the mindful connection of the mind to the body.

Color and Typography

The chosen palette is designed to evoke warmth and vibrant sophistication, moving away from standard corporate fitness colors.

Primary Mark Color: A warm Dusty Rose/Coral provides a welcoming and energetic feel, subtly nodding to the studio's woman-owned identity.

Accent: The mark is outlined in a thin Digital Gold stroke, which elevates the design and adds a premium, bespoke quality.

Typography: The elegant, refined serif typeface pairs with the flowing mark to establish a boutique aesthetic, reinforcing the message of quality, controlled, and mindful movement.