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Fit Girl Club Rebranding

Fit Girl Club Rebranding

Responsibilities

  • Logo Design

  • Brand Designer

  • Ecommerce Design

Description

Fit Girl Club is a non-profit brand that connects women in different cities through fitness adventures, wellness events, and studio meetups. As a fitness instructor myself, I am an ambassador for Fit Girl Club LA and I took on the rebranding of the club to give it a fresh, inviting, and empowering feel.

 

 

The old branding

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The challenge with the old Fit Girl Club branding was that there was no established brand style. The logo on the left used a script font that used jagged edges and harsh breaks that didn’t read like a smooth, handwritten logo.

 

 

logo concepts

 
 

In order to keep with the intention of Fit Girl Club’s mission of fostering an inclusive community of women that inspire and support each other to be fit, healthy, and happy, I drew inspiration from similar brands that conveyed the ideas of forward-thinking design, fitness, movement, and healthy lifestyles. While keeping these popular brands in mind, I additionally wanted to make sure that the FGC brand voice of supporting local vendors and creating a community of women helping women showed through as well.

 

 

final redesign of the logo

 
I decided on this logo since it created a sense of a high-end, customized product with the modified serif- font for the “ fgc ” while still noting the playfulness and movement of the original logo by italicizing and making it lower case. The height differences in each of the letters resembles the different types of women and body shapes that are included in this club and allows for a sense of inclusivity as well. Both the letter logo and the spelled out logo can be used interchangeably depending on the layout of the design.

I decided on this logo since it created a sense of a high-end, customized product with the modified serif- font for the “fgc” while still noting the playfulness and movement of the original logo by italicizing and making it lower case. The height differences in each of the letters resembles the different types of women and body shapes that are included in this club and allows for a sense of inclusivity as well. Both the letter logo and the spelled out logo can be used interchangeably depending on the layout of the design.

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Since this club is about a sense of community and fun, the colors chosen give variety and a sense of brilliance and brightness that invokes excitement. As the colors invoke excitement, so does the rest of the imagery and the swag as well.

Since this club is about a sense of community and fun, the colors chosen give variety and a sense of brilliance and brightness that invokes excitement. As the colors invoke excitement, so does the rest of the imagery and the swag as well.