We are on a journey of real social impact. We want to be a force of positive change in society, bringing people together on a path towards a healthier and happier us. This is a path that we cannot pave without the support and involvement of people. In line with that, our first step is to create a logo that people can relate to, in sentiment and aesthetics.
We followed best practices in the creative process and we believe we have created a logo that is unique, memorable, and accurately conveys our brand persona and image. Our process was as follows:
1. Mind Map: We met as a team to put our ideas together, to decide what FitQuid should represent. We asked ourselves what are FitQuid’s values are and what image should the logo portray.
2. Secondary Research: We looked into current brands with similar values and aesthetics on the market, in order to inform the direction and basic elements of our logo.
3. Initial Concepts: We came up with 6 initial grayscale design concepts that we think tick all of the boxes that we had in mind.
4. Identify Top Three Concepts: We met as a team to agree on the top three choices to move forward with.
5. Primary Research: We carried out a week-long survey involving close to 100 participants to identify their three top concepts.
6. Finalize: We colorized, detailed, and added the last fine details which resulted in a unique, relatable, and representative logo.
1. The background is a deep blue-green that contrasts with the energy of the lighter tones in the foreground, and encourages a visual focus on the center of the logo. The dark blue-green color also provides a backdrop that subconsciously calms the viewers’ minds.
2. The turquoise ring surrounding the logo contrasts with the deep blue-green background. It serves as an optimal visual border to the logo. This color complements the symbolic coming together of the circle with the turquoise color, thus giving the impression of being active together.
3. The turquoise to light green gradient of the initial “F” indicates a bond between the harmony and energy of the green tone and the calm strength of the turquoise hue.
The result is a combination of colors that express mental calm, solidarity, and gentle energy.
1. The rounded “F” portrays subtle energy and is less confrontational than a straight-edged font. This is consistent with our overall brand persona, which projects a gentle dynamism in a way that is accessible to everybody.
2. The lines in the initial “F” resemble running tracks, while the separate lines converging into one represent the choice to be active as a part of a group and/or individually. This hints at the two challenge formats that FitQuid offers its users, both as individuals and as groups.
3. The rounded nature of the logo signals the coming together and solidarity of the app community, consistent with FitQuid’s brand persona.
The resulting combination of the symbology of the logo projects an inclusive drive towards a healthier and happier community.
We set out in this project to create a unique and modern representation of FitQuid and what we stand for.
We employed a process that ensured that we are in tune with the app community’s views at every step of the way while implementing best practices in design. The result is a creative, relatable logo that represents the taste and interests of our target market.
