Route 3 Athletics is about being vulnerable with yourself, your fears, shortcomings and failings. It's an athletics organization that believes in truth and taking ownership of one's life to take it to the next level. Route 3 specializes in fat loss, muscle building, diet and nutrition and general areas of fitness including strength gains, and athletic performance, but what makes us different is the value of going through the fear and pain to get to the happiness. It's a path that everyone can find within themselves because Route 3 believes that adversity makes men and prosperity makes monsters. It's a stoic belief that is instilled into Route 3's beliefs and values and it's our number 1 value. Route 3 also believes in serving a cause greater than the self and serving people. Route 3 believes that beyond fear is the happiness that is true and real. It's about authenticity within oneself. Everyone including I, have the journey to go through. Route 3 is about "WE." With a side of unicorn poop (fun, lightheartedness, and creativity).
Target audience would be generally, people from 18 - 30. People who have struggles with getting to fitness goals. People who are overweight, unhappy with their self image, or even just want to take some ownership and get some help to have a healthier life.
Also, I want to add that the logo should definitely include a human element. So either pick something that would represent that like an artistic flaw that only humans would make but the beauty of it makes it vulnerable and awesome. Definitely not robotic or toooo solid. And definitely not toooo soft as well. We would want to make the logo as human as possible without compromising strength but at the same time it looks gentle and easygoing. It shouldn't be too masculine or feminine because my brand will include both men and women. And again it should be simple, happy, exciting, and awesome. I suggest that the number 3 would be best to manipulate to create the human element binding.
The logo shouldn't emulate stubbornness. It should exhibit change and growth. Not guarded but open and vulnerable. Not like insecure vulnerable but like open about human emotion like love and empathy, hate and anger.
Why does it look like this? Because I want it to represent a cause that represents philosophical quotes and one of them is "In order to learn the most important lessons in life, one must each day surmount a fear."
Something that represents facing adversity to overcome challenges to create a better life.
Also something that represents the quote "easy choices, hard life. Hard choices, easy life."