Crossroads is a gym that primarily uses kettlebells. The owner expressed interest that the logo conveys a feminine strength. The use of gender in design can be a touchy subject, but I saw it as a fun challenge, and it actually helped open up both the use of a bold, expressive font that still feels classic and the smooth fluidity of the CR within the kettlebell as symbol itself.
Final Logo Design
There are essentially two versions of the logo that are used in different applications. One with the symbol on top, and one with the symbol side-by-side with the wordmark. By creating two versions, it allows the logo to be placed on the website and business cards without taking up a crazy amount of space.
Principles of logo design used
One thing many solid logo designs have in common is they still look good if the design is in grayscale or even black and white. It’s almost a requirement for grayscale printed material or hats and shirts where only one or a couple inks can be used. Going with a cheap logo, the designer might not even consider applications of the logo (and perhaps you’re not either), and when it’s time to create supporting elements for the project you could run into problems.
From the client:
“Tim took the time to come out to my studio to get a feel for the energy of it so my logo would perfectly represent me. He supported my needs every step of the way and has been patient with someone who is not tech savvy!”