This fictitious client is a lifestyle gym called Pacific Calm Health Club and Spa, located in the northwest.  They offer exercise classes, yoga, and spa services.  They have an emphasis on services that reduce stress and do not want to be seen as “just a spa”.  Their client base and therefore target audience is mostly women, so they wanted a logo that would have some feminine qualities.  The tagline that they wanted to include in at least one version of the logo, is “Love. Yourself. Healthy.”  They were looking for something simple that could be used on products and were open to waves, water, etc.

I began designing this logo by creating a mood board using photos of waves, mountains and valleys and beaches, but found some photos of a calm sea and began exploring how I might be able to depict that.  I took inspiration from some photos of the moon rising over the ocean.  This logo communicates the health club’s emphasis on services that reduce stress, and evokes a feeling of calmness by helping viewers envision a calm sea on a moonlit night.  For the typefaces, I wanted to find fonts that reflected the clientele, the services provided, as well as the location of the health club.  I finally settled on Segoe Script, which to me evokes the ocean or beaches, and Gibson Semibold which provided a nice, easily readable contrast while evoking calmness and relaxation.  The colors and grayer tones also help to evoke calmness and trust.