A Friend of mine is launching his own business as a Personal trainer and asked if I would be interested in creating a logo for his business.
I was interested so I put forward to him a questionnaire so I could gain a better understanding of what he wants from his new logo. The below questionnaire helped me to put together a more comprehensive design brief for myself.
What’s the name of your Business / organisation?
Ian Wood - Personal Training
Where is it based?
Bournemouth and Poole, Dorset
How Long has it been in business?
Been in health and fitness 6 years, personal training for 3, but as an independent venture this is brand new.
How many employees in the Business?
What product or Service are you selling?
Personal Training, one to one and small group sessions (aimed at general public). Strength and Conditioning, one to one and small group sessions (emphasis on sports specific conditioning). Online fitness support (programmes, distance coaching, Q&A). Blog. Nutrition and lifestyle advice.
What are the main challenges the business faces?
New to the market. Lots of competition. Quite limited to time-slots compared to full time personal trainers.
Who are your Competition?
Other free-lance personal trainers. Large commercial gym chains. Boot Camp and group fitness instructors. Budget gyms. “Cross-fit”.
What does your potential audience care about? (what things appeal to them)?
Personal Training / General fitness
Strength and Conditioning
Speed, power, strength, agility, mobility, flexibility, attitude
How are people going to learn about your business / product / service?
Small adverts (budget), Facebook, Twitter, website, word of mouth, referrals, link with current provider/coach Russell Jolley via his website/blog (to see his site/facility visit www.conditioningcentre.com)
What words do you want people to associate with you? (adjectives are good e.g, Fun, value, professional)
Strong, powerful, professional, knowledgeable, motivating, fun, intense, sporty. Long term goal is to be a strength and conditioning coach specialising in power, especially the vertical jump (volleyball background) and associated skills such as sprinting.
Do you have any existing branding in place? (if so please show me examples, websites etc. so I can attempt to make the new logo match the existing branding to some extent.)
Nothing really at the moment. Just the Facebook and Twitter page which is quite limiting in terms of personalisation.
Ideas I have had in my head would be a colour scheme of black/yellow/white similar to Livestrong or blue/yellow/white similar to Leicester City. Incorporating some sort of jump or speed influence would be great, either with the font or shapes, whether its as obvious as a shape or shapes outlining a volleyball jump-serve, basketball dunk, long jump or triple jump which all have interesting body shapes, or slightly more obscure references like wings, flying, “getting air”, “ups” or “hops”, essentially sports specific slang. No idea if that makes any sense.
If the font could be a universal one which could be easily transferred for making t-shirts/basic merchandise that would be amazing too.