Jason Twaddle approached us for a logo for his personal training brand, Twaddle Fitness. In a market and industry that is saturated, how would Twaddle Fitness stand out? We discovered through spending time with him that he would stand out through his charisma, care, and strength, and we wanted to reflect that in Twaddle Fitness’ branding. With detailed workout and meal plans designed carefully for each client, Twaddle Fitness stands out amongst the many personal trainers in Seattle.
In our brand strategy meeting, he described to us his Three Pillars to success: discipline, motivation, and fun. During our research, we found that health is also defined in three states by the World Health Organization (W.H.O): physical, mental, and social well-being. In order to be healthy, all aspects of one's life are of equal importance and have to be in a sound place. Since optimal health requires the whole to be well, we started the logo design with a circle, a symbol for wholeness.
We also wanted to incorporate Jason Twaddle’s and the W.H.O’s three pillars of health into the brand design; we did so by using an equilateral triangle to represent the equal importance of each health pillar.
We then asked Jason what the core purpose of personal training was and what it entailed. He said, "personal training is a slow, but constant improvement of oneself to reach a health goal." We wanted to show this process of milestones through steps while maintaining the triangular shape.
Lastly, in order to give the logo the qualities to represent optimal health and the 'T' of Twaddle Fitness, we horizontally extended the top step.