BURN 24HR FITNESS
Burn is a new concept in gyms being launching in Australasia. Based on 24HR opening, no contracts, low joining fees and less crowds.
While we cut out the costs normally associated with gyms like expensive salespeople, aerobic classes and changing rooms we give back with top quality, state of the art gym equipment and provide a fun and inspiring workout environment for our members.
Burn is a new company loosely modeled on AnytimeFitness, Jetts Fitness in Australia etc...
We are launching the gym in July and now urgently require the logo to be completed to prepare for the opening.
The gym targets anyone aged 16+ both men and women. It's important we don't attract only gym junkies and bodybuilders, but a more diverse market that is less threatening and more welcoming for all our members.
Having said that, we still cater for bodybuilders with a wide and complete range of free weight and strength equipment. If the market were to be segmented at all, our target audience would however be on the younger side, for example 16-40. Therefore the logo needs to appeal to this demographic.
I see the logo consisting of two parts. The word BURN which could appear with our without the tagline which will be "24HR FITNESS". The logo should look equally good with our without the tagline.
There may or may not be a motif or other symbol combined with the word BURN, this just depends on the design and the concept - I don't have any strong preferences. My overall direction though is one of simplicity, but with some sort of clever or memorable look.
The logo will be used extensively across the organization, for example on signage outside, stationery, clothing and even the dumb bells in the gym. It should look good in various forms such as one color, two color or full color. It should not lose impact in black/white.
In terms of concepts for the logo itself I am open to ideas here, but would prefer to not put so much attention on the word burn conjuring up images of flames or fire. However if someone has an original way other than a flame then this might work.
As the gym does not want to appeal just to bodybuilders, the logo should not place alot of emphasis on weights, but should probably be more generic in nature.
In terms of colors I am very fond of using ORANGE PEEL and another color such as dark gray, however I am still exploring this and will try and come up with a color palette that I like.