Following taking a short break from the previous logo development, I approached the design with a fresh perspective, following some more research. Also reflecting on what the previous set of logos accomplished, and what they didn't.
Again the logos are in black and white, as I've learned that the logo must work in black and white before it can work in colour - for grayscale elements and overlaying low contrast backgrounds.
The majority of the logos represented sports centre, using a running man symbol, or similar to reinforce this. Research has show an aspect of motion within the logos, adding some distortion to the type which makes it appear as though it's moving - quickly.
I applied a distort to logo and the symbol within this logo, increasing the size of one end of the logo, which appears to make the other shrink. Doing this creates an element of perspective, it tricks our eye into thinking the logo is a consistent size, but it's at a distance. Almost like it's moving towards us - influenced by the distortion on the virgin active logo.
Another variation of the same logo above. I wanted to add in an existing element from the brand, to create a sense of familiarity in the design. Familiarity allows the audience to trust the design/identity, they feel like know it, it's already part of their lives. To achieve this, I added the crest taken from Ampleforth College's logo - their parent company.
Playing with the aesthetics of the logo - adding some curves into the design. A centrally aligned layout, which looks quite traditional, almost vintage, which reflects the history of the sports centre and the college it's part of. Adding the running man symbol above the logotype to reinforce the sports theme, making it obvious.
Same as above, but distorted to suggest motion - see the first variation for the reason.
I also experimented with a badge style icon - the badge icon encompasses a vintage, heritageful look. Which reflects the history of the sports centre and the college. I used one of the previous logos as a placeholder within the logo - developing from it. Whilst also adding some additional badges which depict rugby and running, which are two of the main sports based in the college grounds. I don't really think they're too effective - more hipster than cutting edge sports facility.
I went back and tried playing with the crest again - adding elements of the previous logo type to the design. However, in a block colour the shield and the banner blend together, and I wasn't sure it worked too well. It wasn't really an issue on a small scale, but in large, it's an issue.
I tried separating the logo with a stroke, breaking up the shield and banner as the original logo does. I think it really lifts the logo, but I'm not sure it would work at different sizes.
I added the location of the sports centre to the centre of the banner - just to fill it up. However, adding content makes the rest of the space around it more noticeable, it looks bare.
However, I'm not sure any of the more intricate icons and logotypes would work on a small scale, as the type would become extremely small and unreadable.
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