Please ensure that the design speaks to the following brand DNA descriptors:
80% emphasis on the logo "icon" design needs to incorporate these elements in this order of "weight" and in this order: happy, soulful, purposeful, real and then aerobic class, upscale raw and natural (organic juice and smoothie bar, raw materials used in display, furniture, etc.)
20% element that is applied after the 80% components have been considered is 'hardcore'....what this means is 40 year old professionals that wants to be Beast-mode. They are not already fit gym rats...they want to "feel" like they are beasts when they are there. So when we say "pamper the beast", we mean to provide an upscale spa-like gym experience to the wannebe 'beasts' :)
icon design, font choices, color choices should reflect the description above based on the weight/order. Also, you do not have to use BMF in the icon/symbol...it can be an abstract symbol as long as it somehow represent the brand message stated above.
Updated Notes 12-15-15: These logos are a bit more masculine. Can we please have some new designs that are a bit less masculine? Though we say "bad-ass and edgy" we also will be offering organic cold pressed juice, smoothies and yogurts (which is where "real & raw" came from), spa-like restrooms and showers and cold towels for post workout (which is where "pamper the beast" came from).
Please design some additional options with just a little softer touch because there will probably be more women coming to this gym then men. This boutique gym is definitely not crossfit.