We DO NOT want to be seen as your typical fitness organization pushing ripped abs and barbells. We are interested in both having the word "COACHD" in our logo and also an abstract mark that can be used in conjunction (or not used) with that name. We do not want to be understood as Coach "D". COACHD is an alternate spelling of the word "coached". Our parent company - Outinomic, Inc. is at the following website: http://www.outinomic.com. Please take a look at this website for further info about what we do. We need this to be a kickass logo that ultimately is a creative mark that will define our brand and will later be used on physical products such as shirts, sweatshirts, hats, etc... We are all young 20's and 30's and see our target market in the 20-50yr. old range. So please design something for the tech savvy, busy, professional, 20-50 year old market.
Our color palette we use in our app is:
Primary Blue: 1E68A9
Secondary Blue: 134067 (darker)
Tertiary Blue: 368fdd (lighter)
Dimmed Blue: 7FA8CA (grayed icons)
Primary Gray: 47474C
Secondary Gray: 747474
Here are some ideas we have that we are using to help build our brand:
The Anti-Trainer: For the person who does not want a trainer. The person who sees “The Biggest Loser” and feels intimidated and that a trainer is superfluous. The messaging that would resonate here is that everybody needs a “coach” not a trainer.
Differentiators/Benefits (support logical rationale behind the emotional decision):
Behavior Change: It is our contention that fitness is not always healthy, and that getting healthy is more about behavior change than it is about your specific plan to get there. Obviously if you fail to plan you plan to fail, but we do cannot stress enough that the plan must be about behavior change - not the new diet…new exercise system…or new exercise toy.
Create a Movement: Not only do we want to get people to involve themselves in “movement” but we want people to be moved to make a change. Therefore our business must be seen as a movement. So much of fitness is about “movement” change, but our movement is about “behavior” change.
Blind Spot: So many of these fitness devices and the data they produce are super cool, sexy, and desired by the masses. The problem is that the blind spot with these devices is that there is no good way to understand the implications of the data they produce. Further, once basic data patterns are evident, people stop looking to the devices for more data because they can “ballpark” their habits and do not truly know how to get beyond those habits. Therefore, the data actually becomes useless.