The Challenge
Working with Material Insight, a marketing and communications partner, Atom Graphics was faced with the challenge of updating Calgary Pilates’ existing, dated logo that did not represent the company as it had continued to grow, mature, and change owners. The new owner recognized the importance of a powerful brand and was ready for a new logo that would depict core strength without being too literal. The company was also conscious of their ever-increasing number of male clientele, so the logo could not be overly feminine.
The Solution
To create a logo that could be easily applied to all of Calgary Pilates’ materials (both print and online). Central to the design was a focus on strength beginning at the core and moving outwards, consistent with the philosophy behind Pilates. The open areas on one side of the logo create the ‘C’ in ‘Calgary’, which helps with name recognition. Colours were kept clean, strong and natural, with a vibrant green suggesting energy.
The Results
The implementation of the new logo consoldiated Calgary Pilates’ identity. Following the logo, stationery was created, as well as an update to the existing website based on the new identity. The project even encouraged members of our Atom Graphics’ team to take up Pilates!
