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.