We need a logo design for a new company called Swett Street Fitness located in the Los Angeles area. The club will incorporate a high-end aesthetically pleasing design with a unique solution-based training philosophy and training membership options - General Access, Team Training, Small Group Training, and 1-on-1 Training - all designed to develop the overall health and fitness of the client.
This approach contrasts sharply from other area facilities, which include the traditional hardcore gyms, the impersonal low cost/no service environments, and the one-club-fits-all philosophy found in the traditional health and athletic clubs.
This next generation training concept of Team Training and Small Group Training brings energy, fun, movement and faster results. All while the member feels like they're playing in an inviting, high-end, safe and professional environment.
Our primary target consists of both male and female professional and homemakers ages 25-65 who do not have gym memberships. The first facility will be opening in the Los Angeles area, but the mid-term goal is to expand with multiple facilities in California and other states.
The new facility will feature a juice bar area where recovery shakes, coffee, tea and protein snacks will be offered. Massage, retail items such as clothing, bars, shakes, protein, foam rollers, tiger tails; just to list a few and cooler drinks will as well be offered.
Where gyms go wrong is they market towards existing members/gym-goers and their logos and company names follow suit. Unfortunately, these logos and names tend to intimidate first-timer goers. If you're 30lbs over weight would you want to join a gym named "Gladiator Training Systems or Flex Gym with logos of ripped buff body builders? No.
Swett Street Fitness wants to capture the other 86% of the upper class population that DOESN'T currently belong to a gym. The Sweet Street Fitness final design should communicate the brand attributes such as friendly, fun, inviting, upscale/high-end and professional.