Client:
Alexander Vargas
About this project
It is an independent project created at RioSlum Studio. The client, Alexander Vargas, was a fitness trainer in Spain. He wanted to redesign his personal branding.
Working under the instructions of my art director, I designed a logo that could be used on various media. The branding package also included a business card.
Challenge
The first challenge I met was the communication with my client. He spoke Spanish and was located in Spain. After overcoming the time difference, with the help of google translate, I had a short discussion with Alexander and got his key requirements, which were my second and third challenges: he wanted to use puma in his logo and he hoped the logo to be dynamic and energetic while using his favorite color blue.
I created several drafts of Puma but the client thought they were too fierce and looked like a sports team logo. At the same time, I tried very hard to use blue to present ‘dynamic’ because the color blue in design is often linked with calmness and peace (i.e. widely used in hospitals).
Solutions
After a long design thinking, I decided to try something new. Instead of a realistic puma, I started to use geometrical shapes to present its body. I developed the puma from sketch and chose the pouncing gesture to create a sense of dynamic.
Heres’ how the puma developed.
After having the basic shape, I started to apply colors. Considering that my client was based in Spain, I did a lot of research on Spanish Sports brands and hoped to get inspiration. Suddenly I noticed that there could be one product using dynamic blue–energy drinks. So I searched Spanish energy drinks and used some of their colors as references. Finally, I came up with a color scheme that meets my requirements.
I also designed several versions of business cards for the client to choose from. After consulting with my art director, I also added an orange version in the package for the client to see its effect.
Here’s the package.
The result
The client was very satisfied with the logo and the business card. The logo now is applied to his website, T-shirt, the front door of his gym and advertisements.
Capabilities involved
Adobe Illustrator, drawing, research, communication