Rockhopper Fitness is a startup independent gym located in the Sugar Land – Richmond – Rosenberg area in Texas.
The owners needed to distinguish themselves from corporate gym “chains” to attract their targetted audience.
They asked Aeon Multimedia to create a distinct ‘look” (brand) for the gym following a strict set of guidelines.
Aeon Chief Creative Officer and founder Carl Accardo started with their logo.
We always start with getting our clients to fill out a company avatar form to determine their target audience. When working with clients, they have one vision in their head and we often have another. Our job as designers is to fine-tune the rough concepts a client brings to us and turn their idea into a marketable image. It is important that we work together to make our two visions become one. On this project, the gym’s owners had a specific idea in mind for their corporate mascot, a rockhopper penguin.
Once he had a thorough understanding of what the client wanted, we began sketching out numerous versions of a penguin that could be incorporated into their logo designs. As with all logo design projects, there are several steps taken to get to the end result. The first step is to provide the client with several unique designs to choose from. The client reviews the supplied samples and narrows their choice down to 3 designs. The client also provides feedback on the design samples they wanted to see further completed. After reviewing the clients thoughts on the initial round of designs, the requested revisions were made and additional changes/suggestions were added to some of the designs beyond what the client had requested. Designing a corporate logo is a fluid process. We often start with one idea in mind and as the process matures, the concepts change to fit with the updated vision. After the second round of designs were completed, a final version was tweaked and chosen to be the icon for their brand.