Logo Design LBFitness

In search of an identity

In April I was approached by Lyndsey Barnwell of LBFitness to help her with her branding, in particular her logo. She wanted something that highlighted her profession while being representative of her personality.

Early idea generation sketches

Quick brainstorm to explore what the business stands for
Quick brainstorm to explore what the business stands for

Following a quick discussion with Lyndsey I put pen to paper and starting brainstorming. I always try to get in to the mindset of the business to design their logo. This mindmap helped me to understand Lyndseys vision and it provided direction when I was trying to select an idea to develop further.

 

Idea generation sketches of the LBFitness logo
Idea generation sketches of the LBFitness logo

 

 

With my mind clued in to the focus and direction of LBFitness I started drawing logo

ideas. I sketch with a black Bic pen and 100gsm paper. The plan here was to get down a few ideas quickly.

 

 

 

Collaboration not contract

With branding and logo designs I believe that collaboration with the client is key to its success. The business should be an extension of the founder and therefore the logo should be reflective of the founders personality. I continuously sent Lyndsey sketches until she chose a direction for the logo to take. This allowed me to sketch a concept for the design.

Concept Sketches for LBFitness Logo - Marianna Kane April 2016
Concept Sketches for LBFitness Logo – Marianna Kane April 2016
Refined concept sketch LBFitness Logo - Marianna Kane 2016
Refined concept sketch LBFitness Logo – Marianna Kane Design 2016
Logo sketch by Marianna Kane - photograph with bic pen
Refined concept sketch LBFitness Logo – Marianna Kane 2016

 

Time to get digital

Following Lyndsey’s sign off I started making a digital copy of my sketches. I use Adobe Illustrator for all of my logo designs. It was important to me that the logo could be used across a wide range of media – print, social media icons and banners, websites, tee-shirts ..etc. Here is the first iteration of the logo design.

LBFitness Logo digital design using Illustrator - Marianna Kane Design 2016
LBFitness Logo digital design using Illustrator – Marianna Kane Design 2016

Testing of the Logo

Following a review of the logo with a small test group Lyndsey discovered that the L and B were getting lost in translation and that nobody could see them. So I got the sketchpad out again to revise the design to make it more legible.

Back to sketching following logo testing - Bringing clear text to LBFitness Logo
Back to sketching following logo testing – Bringing clear text to LBFitness Logo

Final design and digital logo development

Upon sign off of the final concept I created the new logo in Adobe Illustrator. For this logo I wanted crisp clean edges but I also wanted to soften it with curves to represent Lyndseys target market. Her love of weights was also represented through the heart icon (which I absolutely LOVE too). Here is the final revision of the logo and I am excited to see how it looks on t-shirts and hoodies and on here social media pages.

Digital sketch of LBFitness Logo - by Marianna Kane May 2016
Digital sketch of LBFitness Logo – by Marianna Kane May 2016
Digital version of LBFitness Logo - by Marianna Kane May 2016
Digital icon version of LBFitness Logo – by Marianna Kane May 2016

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