Female, 30 - 40, Professional, Affinity for Natural Lifestyle (Organic), Feel lack of strength & potency in their life, Confused & frustrated about their body/difficulty getting fit, desperate to make a dramatic change in their lives.
Ancient, Strong/Powerful, Nature/Earth, Youthful/Wisdom, Integration/Connection.
VALUES (expanded edition):
My target audience is Female but i do not want the design to be "feminine"... it should have a strength & a power to it. So the trick is how to create a Masculine-Feminine ;)
Mature in the sense of Experience & Wisdom. Young in the sense of Energy & Vibrancy.
Luxury in the sense of High Quality, High Standard. Economical only in the sense that it's within reach of everyone if they want to change "bad" enough.
Modern/Classic... i prefer the word Ancient to classic. It's drawing on ancient wisdom but will be using some modern technologies. I want it to feel like it's been around since the beginning of man and yet is as youthful & alive as ever.
Quiet only in the sense of Serenity, Peacefulness about one's life. The Loud can strike at any moment, but it's never wasted.
It's the complexity of Life & Fitness made simple!
It's the subtlety & the mystery brought out into the open. Made obvious, so that you have the deepest understanding. The clearest perception.
Probably my favourite logo out these is the Apple design.
I like fonts that are Strong, Clear, and Open.
I like the idea of there being some sort of Emanation... a glow to the design (or a part of it).
I like texture.
I like body/volume.
I like clarity.
I like alignment/symmetry.
i like spaciousness (versus crowded & busy)
Attached is just a small set of examples. I put in a lot very different designs to show the breadth of possibility. It all comes down to your inspiration and how well you can capture the essence with impact! More examples available but the primary focus is to allow your creativity to flow and see what comes up.