This logo and look and feel was developed for a personal training company which wanted to target the higher end of the market.
I provided a target audience breakdown analysis showing the sort of individuals which the logo should be aimed at (their occupations, standard of living etc).
The use of a classic typeface tempered with a contemporary sans serif provides a sense of sophistication and stability but also a little bit of modern thinking and approach. The one-to-one relationship is highlighted in the use of 'g' representing the trainer and 'b' the customer (raised to give a sense of progress and balanced on a solid platform representing the supporting nature of the organisation).
Colour options were provided, with the client settling on the blue and cream...the overall concept being 'personal training fit for the Queen'.
Imagery was paired down to black and white to give that added sophistication..