Von McLennan Health & Fitness

After study and experience at different health and fitness providers, Von decided to take the leap and go out on her own. To do it better. With a holistic approach to health, fitness, and ongoing lifestyle changes, Von McLennan Health & Fitness is a safe space for guys and girls of all shapes and sizes, levels of fitness, those with differing objectives and goals. The training and guidance offered here is beneficial for the long term; sustainable and maintainable, for a healthy and happy life.

Von came to me to create a logo that looked cool, was different to other fitness-oriented brands and equally approachable to guys and girls. We began with a questionnaire, and from there created a mood board to establish creative direction.

Mood Board

mood board von mclennan georgie mckenzie graphic design health fitness

Design Development

Concepts

I presented Von 9 original concepts, each of which was born from ideas gathered above.

The Final Outcome

Once Von settled on her concept, I made a few tweaks here and there (for one, we needed to make the little people a bit skinnier as they were short and stumpy and, well, kinda going against what she was working towards!)

Then, I introduced colour. It's so important for a logo to work in black and white as well as colour. Again, I referred to the moodboard for directions on colour.

logo von mclennan georgie mckenzie graphic design
logo black white von mclennan georgie mckenzie graphic design

Each of the icons represented different aspects of Von's business

  • the shoe represents fitness and providing do-it-yourself workouts.
  • the apple represents nutrition. Von shares her knowledge on keeping a balanced diet, pre and post workout meals and everything else surrounding nutrition + diet.
  • the little green people are all about wellbeing. Von blogs openly about personal experiences of self-esteem, and self-worth, as well as tips for a healthy body and mind, with fitness related information to ensure you’re getting the most out of your workout and recovery appropriately.
  • the star symbolises Melbourne Von shares information on events and locations that will serve her community.

Applications

As the logo was finalised, I began rolling it out over business cards and uniforms, and presented concepts for vehicles and carry bags as well, to show its full potential.

Georgie McKenzie Graphic Design | Von McLennan Health & Fitness

Business Cards

 
Georgie McKenzie Graphic Design | Von McLennan Health & Fitness

Business Cards

 
Georgie McKenzie Graphic Design | Von McLennan Health & Fitness

Embroidery

 
Georgie McKenzie Graphic Design | Von McLennan Health & Fitness

Personalised Van 

 
Georgie McKenzie Graphic Design | Von McLennan Health & Fitness

Calico Bag

 

Von's starting her next round of bootcamps + PT sessions in Melbourne this November so get in touch! I can highly recommend her to whip you into shape! Get in touch with her if you're interested.


Georgie

 

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