In collaboration with Robert Kaysen.
In order to create this logo I also conceptualised a brand image for ‘KayserFitness’. CEO Michael Kayser wanted his personal training business to be about athleticism, health, and improving people’s lives.I thought this fit in well with the Scandinavian philosophy of work-life-balance, and sought to emphasise Scandinavian elements. The philosophy evolved into how a challenging yet balanced training, supports balance and well-being overall.
For the logo I experimented with different graphic combinations of the letters K for Kayser and F for Fitness. I looked to ancient Nordic ruins for inspiration, as I wanted to create something with a Nordic essence.
For the colour I liked the idea of something elegant and strong. Something that said ‘business’ as well as ‘hard physical training’....
... and something that would look good on merchandise e.g. sportswear.