Positive Edge

Positive Edge

Nancy Wu and I met and became friends when I saw her hundreds of times in my classes at Cadence. Her commitment and dedication to her workouts was always inspiring to me and those around her. Nancy knows what makes me tick, what is important to me in business and personally. And I knew she is very good at what she does. To come up with a logo that embodies the various aspects of my business could not have been an easy task. Her professionalism and ability to convey how she came up with this logo made the final result that much more exciting to me. Thank you so much, Nance. You nailed this. A logo I can be so proud of.
— Mike Porter, Spin instructor & run coach

Mike Porter is a cycling instructor, fitness coach, and all about STAYING POSITIVE. He is also my friend and one of many who helped me towards a balanced life empowered by fitness. When the time came to start his own business on the East Coast, I got the call to design his logo. While he responded to a formal briefing questionnaire, I knew what it needed to be, integrating key elements of classic design, Mike’s personal tastes and how we both felt about pushing ourselves athletically. Not only referencing spinning classes, the logo needed to be a flexible mark open to other fitness offerings.

While Mike’s full Facebook testimonial includes much of the rationale behind my thinking, the balance of soft corners on the left side of the logo with hard edges on the right (before/after contrast) serves to emphasize the edge concept and forward movement, or power. It feels good to be efficient with this design project and the feedback I received the following day (after my spin class of course) was palpable.

Discussions began, with a germ of an idea coming to mind.
Exploring typography, style, tone, readability....crafting and testing form.
This dark blue colour was selected prior to starting the digital build.
Got this message on my iPhone the next day just after my own spin class.
Mike couldn't hold back how excited he was. Approved on the spot!
Business card design with similar balance of soft corners and hard edges.