Elite Body Concepts Branding – Logo Design

Logo design for a mobile personal training business.

To summarise the brief: it’s a mobile personal training service targetting middle-upper class people, both male and female. A point was made about it being great for housewives/stay-at-home Dads. The clients also referenced Under Armour, Skins and ebb as logos they liked.

I expected to be making a logo with the emphasis on “Elite Body” following the discussion, but after doing some research and ideation I tried another approach which would brand them as “Elite”, in the same kind of way that Zest is abbreviated from Zest Health Clubs.

I thought this type of branding would translate well to an equally long name like “Elite Body Concepts”.
The shapes are reminiscent of a designer label brand – which should appeal to mid-upper class women, and the angles add to the sporty aesthetic, while also tying in nicely typographically, making the ‘t’ shorter than the ‘l’.