Target audience: 25-45 (men and women). Our members range from the young age of 16 - late 70's, but I would say in terms of our target audience for this logo/product, we would be looking at a more specific age bracket as outlined above.
We are a local boutique-style gym specializing in a science and evidence-based approach to improve overall human performance and wellness. We don't push any secret formulas, just practice what we know to be proven effective. We have a strong internal culture and a tight-knit community with a passion for connection, collaboration and building a lifestyle brand alongside 600 members of a vast demographic. Our team is made up of all young professionals, looking to grow the brand, with numerous innovative opportunities on the horizon within the fitness and wellness industry in our market.
The Fitness Lab was founded in 2016. We currently have 2 locations and are expanding rapidly across Ottawa, with our third location opening in October, and plans to open our 4th (and final location for Ottawa) by next summer. We expect that in the near future, we will look to expand across the country as well.
We have recently signed a co-branding merchandise partnership with lululemon and will be selling their clothing across all our studios, with our LAB logo imprinted. This is an impressive accomplishment for us, as there are no fitness gyms in Ottawa that have signed this agreement with lululemon to date. Our idea is to create lines with them every few months, releasing product options in studio and via an online shopify store, where we move beyond just providing a fitness facility for people to workout at, but provide our members and our following with a connection to our brand and a sense of belonging to something bigger - the Lab lifestyle, in which we put a heavy emphasis on engaging with local partners and like-minded businesses, supporting charitable causes, and participating in community-led events that are centered around fitness, health and overall well-being.
As you likely know, lululemon works closely with partners to encourage and provide opportunities in the community for individuals of all size, shape and background to live #thesweatlife. Our founder, Adam Bracken, is a lululemon ambassador, with an active presence in the lululemon Ottawa community.
We want the logo that goes on this apparel to differentiate from the current logos we use for other aspects of the business. We want simple, but sharp and sleek. We play a lot off the elemental theme/concept with our tagline being "The Science of Sweat". The number 3 in our logo stems from the fact that the 3 original owners (still are), all have last names ending in B. I like the idea of using the 3 as the main piece of this logo, as we are commonly recognized for it. Like I said, the 3 also represents an elemental feel/science theme and it ties in well with the launch of our third location (which will be opening around the same time that we launch our first product line with lululemon). We also like the idea of the 3 acting as the 'B'.
See my very draft concept that I'd like someone to work their magic on! We are often referred to as "The Lab", but want to go with just "LAB" on this merchandise.
We currently have our original green logo that we use digitally and on all our marketing products (attached). We also have a blacked-out version that we use on all of our current staff lululemon gear (also attached). Our staff currently wears lululemon gear that is branded with that logo, but the idea is to separate our staff gear, from what we sell to our clients with this new logo that you will create for us.
If you head to our Instagram page (@thefitnesslabottawa) you will be able to get a feel for our current branding. We have not invested any money into our marketing/branding at this moment in time (for our digital platforms), although, as we continue to grow beyond a small-scale start-up, we will certainly look to do so.
For now, seeking serious graphic design support to help us bring this vision to life for our lululemon partnership! Please let me know what other information I can provide to help move this along!
Lastly, I should note, that Lululemon's logo will remain on the clothing as it always is. We are simply adding our logo on the product, in a separate place.