Fortis Feminae is an America based Foundation with the goal of empowering women through fitness. Rys, the founder, was put it contact with Certo Design through a mutual friend. The brief was to update the old, dated Logo with a more vibrant design. Furthermore, colour was of upmost importance. Not only this, but the logo design had to be empowering.
The logo design process started by discussing the logo via message. Then we moved onto initial designs. This involved creating several logos using a variety of colours, silhouettes and layouts. Due to there being an existing logo and rough branding in place, the process was shorter than it would be for a new logo design. Finally, the logo designs were sent to Rys at Fortis Feminae.
The initial designs were presented to Rys and he was pleasantly surprised, mainly due to the variety offered. Two logo designs were selected for further development as a result. These two logo’s were developed individually and also merged together as one design. Eventually we had three logo designs for Rys to choose from.
Final Logo Design
Finishing touches included smoothing the edges and updating the tagline. The final Logo design uses a unique ‘leaping lady’ silhouette. Notably, this incorporates a trail, of which emphasises the leaping motion. The leaping motion embodies what Fortis Feminae is all about. That being to empower young women through fitness.
The addition of the circle adds colour and draws even more attention to the leap. In fact the metaphor ‘jumping through hoops’ comes to mind. Furthermore the circle helps brings the logo elements together as one.