I decided to continue looking at more research for my brief before starting to draw or sketch anything out. Because I’d already looked at gym logos, especially feminine-based ones, I knew already what sort of stereotypical look most gyms used in their branding. I therefore decided to look at what most of these colours meant and how I could use the subliminal meaning of colours to determine the best colour for my logo.

I found this colour chart, which was incredibly helpful. I knew that a lot of gym logos used greys – if they were aimed at men – or pinks – if they were aimed at women – as seen in my previous post. Because my brief had identified specifically that it wanted to break stereotypes, I decided that I was going to avoid anything that seemed remotely similar to ‘femininity’, I knew I wasn’t going to use pinks or purples in reference to my female-only gym.

I did quite like the look of the greens or golds, which as seen above, indicate growth, healing and value. I feel like this would be quite a good idea to continue with because I want my gym to appeal to women but not to make them feel like it’s a same old gym that they’ve seen before. I also want to make sure that the visitors to the gym feel calm and relaxed whilst working out, hence the use of greens, but also to feel like they are in a place that knows what its doing, hence the use of the gold to signify prosperity.