I recently designed the logo that will be considered for a new fitness product, the "Flex-3" which stretches and tones the muscles and joints of the shoulder girdle, chest and upper back to improve flexibility and strength, decrease pain and improve posture. The device helps golfers improve their drive and overall game and practically "unleashes their A-Game." In a therapeutic setting, it helps patients with slumped posture, pain and stressed-out muscles in the upper back and shoulders, as well as pain and tingling down the arms and hands. A session takes only 3 minutes and greatly improves shoulder girdle flexibility and tone, hence giving it the name "Flex-3". John F. Carlucci, D.C., chiropractor and owner of a physical rehabilitation facility in New Jersey developed and patented the Flex-3 device. He wanted a logo to represent the product.
The product goes with the tagline "Super Flexibility in Just 3 Minutes." Specifications stated that fonts, graphics and style must be dynamic yet professional since it will be directed at financially and educationally upscale golfers and medical professionals. Some sort of stylized or abstract human figure can be incorporated into the Flex-3 logo text that communicates upper body flexibility, dynamism, vibrancy and life. John wanted the logo to be so visually striking and instantly compelling that when people see it on a T-shirt, golf hat or ad they think "that REALLY looks cool, what's that about?"
Initial ideas consisted of integrating a human figure within the text, and the most obvious way to do that is to replace the "X" with a human figure. I suppose this approach has been done in innumerable designs in various configurations, so this version should somehow be unique. Since the product emphasizes on flexibility, I decided to separate the human figure in two components, with each one using different colors. The two components met at each other's point, forming the apex or the joint of the figure. I think this suggested movement even though it is essentially a static figure.
Adding in the text, using a modified Microgamma typeface (connected capital "F" and "L", with a small "e", of the same height) and a dynamic "3" (using Scope-3, a typeface I developed), I completed the initial proposed logo. Since the "X" was the main focus, I made sure it was exactly in the center of the whole logo, adjusting the rest of the text to make it balanced. I made an enclosure that "bent" inwards, further placing focus on the human figure.
John commented that I tone down the "3", the same font as the rest. In a way, the "3" seemed too loud, taking away the attention from the "X".
The frame used before seemed to penetrate into the logo (the logo has to float on top of this frame), thus decreasing its legibility. I devised another frame that provided an ample enclosure, and with its design, also suggested "flexion".
After providing multiple color options, the final design was eventually accomplished and released.
The logo can now be seen in use at their website at Flex-3, Inc., and a video of the actual product can be seen below.