While freelancing, a client asked to design a logo for a gym they were opening.
The classes in the gym consisted of dancing, aerobics and body pump which reminded me of the popular Jane Fonda dance aerobics workout videos from the 80s and the show GLOW on Netflix.
The client wanted something retro that conveyed a sense of movement which worked well with the concept of the gym.
I provided them with two final options:
one with glowing neon and the other with thunderbolts, although I did incorporate the illuminated look in the latter with the yellow slogan, mimicking thin LED strip lights.
They chose the second option as the font worked better and had its own identity, meaning it could be used independently of the logo as print/embroidery on clothing, towels, etc.
