Fuera is the Spanish word for outside; FUERA is an online community of individuals who want to exercise outside with a personal trainer or as a group. Three logo and branding concepts were presented to the client.
Roles and Responsibilities
- Concept & Design
- Client presentation and workshops
An important aspect of the FUERA work-out experience is the fact that all sessions are held outside. Finding inspiration from biologist/illustrator Ernst Haeckel, shapes, lines and patterns were extracted from his drawings then manipulated and simplified to establish three key logo marks for Concept 1.
Continuing to push the Ernst Haeckel inspiration, a totally fresh and different branding approach emerged for Concept 2.
The third concept explores a logo revolving around movement, since Fuera is a fitness brand. Taking stills from a video of a man running, four points on his legs at dramatic tread intervals were plotted. This exercise provided five distinct shapes to play with, and ultimately create the third logo option.