Logo and identity for Move With Maria, a London-based personal training and fitness practitioner.
Maria wanted an identity for her new personal training and movement enterprise including logo and business cards. She came with a teal, mustard and cream colour palette in mind, and some other ideas to make her brand more personal. Being petite and Greek, she wanted to convey some of herself into the design, such as playing with scale and a wave texture like her hair.
After sketching out different logo and pattern ideas, I tested different elements such as scale, stroke thickness, positive/negative space and colour blocking to narrow down to a few logo options.
The final logo was well balanced in the space around it, using a thinner stroke with a nice mix of straight and curved lines. We added a ‘beauty spot’ to it (another subtle personalisation) and squared off the ends to match the style of chosen font (Josefin Sans in caps with generous kerning).
Maria had some professional photographs she wanted to incorporate into the layout of the business cards. In keeping with the ‘petite’ theme, they were made as Moo’s minicard size. The developed wave pattern at 50% opacity was worked into the design to give it some texture, and two colourways were created from the green and mustard colours, with a lighter, cream back for readability.
A mini brand guideline was created along with all the assets.