Human Movement Lab Logo
Freelance / 2023
A logo and brand guidelines for a new gym in Boston, MA. This community-oriented gym offers personal training, group sessions, and somatic programming to help people get connected with their mind and body through movement.
The logo development process began with research, focusing on both local Boston competitors and global gyms. After assessing the client's preferences and analyzing their mission and brand attitude, I created initial conceptual sketches. The designs were grouped into four buckets, each highlighting different brand attributes—such as expressiveness, playfulness, and modernity.
A direction was then selected from Concept 3: a sans-serif logo paired with an abstracted logomark featuring the letters “HML.”
From there, the design evolved from rough sketches to a refined digital version, exploring various font and color options during the development phase. Ultimately, we arrived at a final logo that is clean, modern, and conveys a sense of motion and energy.
Sketches
Color Exploration
Brand Guidelines
