EMERGE: Logo and Identity for People You Believe In
Design isn’t always about the moolah for me. My good friend at Perpetual Motion recently posted principle no. 6 of his business, “People Over Profit.”
I wholeheartedly agree.
I recently wrapped up a logo/identity for a fitness group in Charlotte. I knew Shelby from her time in Memphis, which made working with her and her team really fun and transparent. They named their group EMERGE, with each letter having a specific meaning to the areas they focus on…Expertise. Movement. Energy. Resistance. Growth. Empowerment.
I also knew Shelby via her husband, Seth. I worked with Seth on the logo for his lifestyle/streetwear brand, Free Will. Together they’re the life of the party, and I could tell the EMERGE team was just as lively from a photo of Seth after an EMERGE fitness event! So I wanted to focus on that energy and vibrancy as I designed their look and feel.
The logo brings energy, professionalism, and trust. Though, EMERGE put it so eloquently on their Facebook page I’ll let them explain in their own words a few more details.
“It all began with the C - Charlotte, the city that we call home. We added the lightning bolt and bright colors to rep our undeniable energy that we give and leave you with when the workout is done. These two pieces created the E - EMERGE. We desire for you to move freely, without question of your fitness level or experience, allowing you to feel empowered each and every time.”
- EMERGE Charlotte
I’m very proud of how the logo evolved into something so representative of EMERGE.
There is no font for their logo, it’s all custom lines (WHICH I LOVE). The E’s in the logo are all titled the same, hinting at the upward trajectory fitness can have on your life.
Overall the brand identity gives them a lot of flex room when creating merchandise, flyers, and all types of collateral.
Here are a quick snippet of how the “e” design evolved. Below that are two other options that I came up with, but ultimately didn’t feel right for the brand. The initial ideas were focused around the idea of something ‘emerging’ and then developed into a concept rooted in ‘energy’, ‘motion’, and ‘professionalism’.
Do you have any graphic design needs?
We should talk. Send me a message and let's get in the ring.
- Keep punching.