We told you Temple Fitness was doing major things in 2012! To kick off the movement, we are introducing a new logo design! Not that we didn’t love our other logo, it’s just that we feel this new logo is more in line with where TF is going and growing! We wanted to have a design that embodied what the TF brand stands for and, of course, is aesthetically pleasing for those of you who have to look at it!
We are crazy excited about the new design! This has been a very thrilling, yet at times stressful project for us! We work with a lot of perfectionists, and we all wanted to make sure that we were producing our very best. Nonetheless, this process has been in the making since early 2011. It took a lot of convincing to make our beloved CEO, Robert, believe that changing the logo design was necessary and would be beneficial to the company in the long run. Around December of last year, after many debates, discussions, subtle hints, (and prayers), he finally gave the green light to start the design process on the new logo. Since then, TF has seen over 30 designs from 4 designers! As of late last Friday night, the new logo design was finalized and cleared for launch!
Without further ado, here is the new Temple Fitness logo…
Now seems like a good time to talk about why we choose this logo as opposed to others. Logos are extremely important to brands. Often times a company’s logo is the first interaction it has with the consumer. It acts, in many ways, as the face of the brand. This means not only must it communicate what the brand stands for, but it should also stand out from the clutter and be easily recognizable amongst the company’s target publics. Therefore, you can understand the importance of us getting this right, especially in such a crowded marketplace. We wanted a logo that would give people a great sense of who we are as a company but was also special, and recognizable enough to stand out in the minds of our consumers.
The old TF logo was a circle that incorporated a silhouette figure of Robert and a globe as the prominent features of the design with “Temple Fitness Training” circling those elements As previously stated, it is not that we didn’t like that logo, however, it read very masculine, too traditional, and didn’t seem too different from any other ‘look at my big muscles’ fitness organization. Although we love Robert dearly, we have done away with his silhouette (if you miss it too terribly, you are more than willing to inquire about his training packages) and decided to go with a more sleek and modern design that incorporates a torch and the TF motto, “See.Believe.Pursue.”.
The new logo keeps the same color scheme as before: black, white, grey and lime green. The decision to keep the colors was not difficult. Those colors are not associated with another fitness club and keeping the colors help provide a level of consistency between old logo and new logo. Aside from that, lime green, is an important color. The color green is associated with health, growth, renewal, nature, wealth, prosperity, calm and many other great things! Let’s be honest too, green can also be associated with envy, jealousy, and even puke (yuck!). Hey, get a good, hard workout in and you might experience a little projectile vomit, but, they say ‘no pain, no gain’ and imagine how jealous and envious all your friends will be of your new, improved body! Thus, the dual color meaning seemed like a worthy trade off.
The torch element of the logo was actually a last minute addition that turned out to be the best idea that made it to the drawing board. We tossed around ideas of redesigning the man from the original logo or replacing the man with a pyramid. In the midst of this, we had decided to change the “T” in Temple to a torch because we thought it fit and would look cool with the pyramid as our central design figure. It really was just a side thought, and we did not give it too much attention, other than thinking it would be a cool design element. After getting the mock-ups back from the designer, the team looked at them and we all had an “ah ha” moment! Drop the pyramid, keep the torch, and there you have our new logo! Without even knowing it, we had stumbled upon a symbol that embodied Temple Fitness to a tee (no pun, intended)! Of course, we had to make sure that we weren’t completely left field in our thinking, so we had the team members to a one minute word association for the word torch. Everyone had one minute to write down all the words that came to mind, when they heard the word torch or saw a torch. We heard the usual words, like, light, fire, and the Olympics, but we were also hearing things like, freedom, empowerment, enlightenment, hope, tradition, achievement, evolution, something that is carried, something that is passed, and something that is not put down or put out. Boy, were we excited! This is the Temple Fitness brand! We got it right!
That’s the new logo and a little about Temple Fitness in a nut shell. We would love to hear your opinions on the new design. We are open to comments, suggestions, and even criticism! What you have to say matters to us because the only reason we do this if for you! We love the new logo, we love Temple Fitness, we love you guys and we hope you love it (and us) just as much as we do!
