about fi tness. “It was a bit too futuristic,” he says, “probably better
for a Star Trek uniform.”
The fi nal two designs were the ones the clients liked best. The one
they were leaning to combined the letterforms F and E. It canted
forward, suggesting action in its solid, muscular form. It worked
as a word mark as well as a sports mark, as Glitschka wanted, but
he felt his fi nal solution was still the best one.
“I wanted movement and activeness—that’s where the wing
comes in. But it also builds in the hidden E and F. The shape of
the shield I modeled after the human torso,” he explains. For color,
he selected green to suggest health and fi tness. “Other fi tness
groups were using plenty of red, so I pushed in the other direc-
tion.” A benefi t to the minty green he selected is that it shifts very
little in tone whether it is on a black or a white background.
When a team of long-time
Gold Gym’s franchise
owners in Salem, Oregon,
decided that their experi-
ence and talents could
support the opening of
their own gym, Fitness
Experience, they knew
exactly what they wanted
in a new logo—or, at least,
they thought they did.
Of course, their business was all about health and vitality. But
designer Von Glitschka could see another level of benefi t to
their work.
“What is the fi nal goal of the people going to the gym?” he asked
himself. “I didn’t think we should focus on what they do at the gym.
It’s not about a little muscle guy lifting weights, like in the Gold’s
Gym logo: I defi nitely wanted to avoid that and told the client it
was not right for them. The question should be: What do people
really want from working out?”
Glitschka had in mind a logo that was more of a sports mark than a
gym logo. He also wanted a very simple, fl at mark that could work
anywhere-on a t-shirt, in embroidery, on a screen, anywhere.
“At the gym, the employees can come right alongside the cus-
tomer and train them. It’s a very simple process, not complex at
all. The act of working out is hard, though, and that’s what I wanted
to pick up on—being lean and mean,” he says.
The designer created five different comps for the client. One
design contained the actual shape of a human in action—sort of
in step aerobics mode. Another (created by friend and designer
Jeff Nine, who he brought into the project for consultation) used
a red circle to contain an abstracted F that mimicked a heart rate
display on a screen.
A design that showed a human form with outstretched arms had
good proportions, Glitschka felt, but he didn’t believe it said much
Fitness Experience/Gold’s Gym
Logo Design
Von Glitschka, Salem, Oregon
114
This experiment is a mono-
gram, but it also displays a
wing shape. The designer
wanted the client to have a
solid icon that could be used
on t-shirts, signage and other
marketing materials.
Von Glitschka’s fi rst trial
design for Fitness Experience
had a step aerobics feel.
The designers liked the pro-
portions of this design but felt
it was a bit too futuristic.
This monogram design
suggested action with its
forward lean.
TEXT
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