ProCore Labs is an emerging fitness apparel brand wanting to establish a brand identity with a new logo and requested initial concepts with the company's goals, products, and audience in mind. They wanted to maintain their current black and pink color palette and wanted their rebrand to be simple, modern, and professional.
I experimented first with a friendlier approach with visual components tying back to fitness, then later decided with the client to simplify further from there. I played around with a various shaped borders along with the typeface from the client's original logo to provide an updated version of their current logo. Finally, the client and I settled on a logotype with emphasis on the "core" theme using the letter "O". With this concept I also created business card and apparel label concepts for the client.