Logo for physical fitness training company "Informed Physique", part of the brief was to name the company. The logo is an unusual wordmark as it allowed for the lettering to form an illustrative subject.

 

By being able to create the brand-name and logo, it meant the logo could have a large amount of playfulness - allowing it to be read as "...formed physique" as well as "informed physique" both of which were appropriate to the client's needs.

 

The lettering for "Physique" was modelled after an extreme condensing similar to Trade Gothic, News Gothic and in particular Benton Gothic. The "S" still troubles, as whilst the stacking rather than smooth transistion is appropriate, and the upper curve has been slimmed - the letter doesn't even the final version feel right.

 

Below shows the logo from the first tenative attempt, to a more considered sketch and the finished piece.

The main photograph for this piece is by Cotton (https://www.omycotton.com).