Small Business -vs- Corporate Giant

'The classic, tired and poorly designed Gold's Gym logo.'

I really enjoy doing logo identity work for small business owners. Helping them kick-start their new business with a logo identity that'll equip them to play with the big boys.

A recent client of mine use to own three "Gold's Gym" franchises locally. Over the years the franchise fee they paid monthly continued to climb eating into their profit margin. This year they decided to sell all of their locations and open up one new location under their own brand name.


'The Fitness Experience logo. Two formats.'

I always try to provide two formats for a logo so as it will work in any context regardless of proportion. The top incarnation I have nested the core mark inside a nice shield shape. The shield graphic is an iconic representation of the human torso. Cut-in on the sides yet still strong and bold. Fit if you will.

The bottom version is more airy, fresh, healthy and vibrant.


'Business card design.'

One of the best ways for a small business to market itself is to have unique business cards that stand out in a sea of marginal cookie cutter cards normally distributed to the public. In essence a business card is more then passing along mere information it's also communicating and advertising your brand and over time just adds to the bottom line equity of a business.


'Interior poster design. 1 of 3.'

In addition to a new logo, identity pieces, building and street signage I suggested they produce a set of '3' posters they could display inside their facility. The clients budget wasn't huge but I worked with the print vendor and we agreed on a fair price to digitally print '30' of each poster at 18x24 inches for a very reasonable price.


'Interior poster design. 2 of 3.'

I will assisting a web developer to flesh out their online presence as well.

Working on projects like this make me realize that a designer can effectively play a part in changing their local design culture in a positive way. It happens one project at a time.


'Interior poster design. 3 of 3.'

My client likes the fact they no longer have to pay a monthly franchise fee and they now have a better logo as well.