Anderson is a personal trainer from Rio de Janeiro. He’s a modern Viking, with generous bits of love, sweetness and a lot of fitness.
The aim of the project was to deliver a strong male image that still conveyed all of his positive and light approach to life. His vision is to provide a direction to people’s lives, helping they become truly happy and full of health, as well as being an example of positivity, balance and gratitude.
Working at the beautiful landscapes of Rio, Divino brings sunlight. We chose the warm colors, yellow and red; despite the fact that he is a “viking”, he is a warm, energetic person.
The moodboard provided the viking feeling that was required to complete this project, and the essence of the project was inspired in directly in him as a person. Knowing him for so long, it was a matter of finding the balance between the strength and power of the barbarians and the sun, happiness of Rio and of himself.
If you think of the vikings isolated, they live in cold, inhospitable and unfriendly areas. However, according to stories (Viking Tales By Jennie Hall), when home, the vikings were a family oriented, positive and curious lot. The aspects to have connected with this brand are exactly the aggressive attitude towards conquering new lands with an open mind, positive and curious attitude.
Some of the initial “OUT OF 100” brainstorming sketches. None of these made to the final picks.
All the sketches are protected under copyright.
If you’d open the moodboard again, you would notice that some of the viking/celtic artworks have an “infinity” or a symmetrical quality to it. The shapes revolve into themselves, which was what I was aiming for. The original logo ended up feeling like a hug, a shield, a revolution. Every time you spin in 90º, it will look the same.
The handlettered type
Prior to the start of the project, we had agreed on the style. We somehow already had a vision of how the logotype should look like. The only thing I was supposed to define was how the “life” would look like. As well, the logo’s symbol should work with it. Here’s the timelapse for the logotype.
The final logo
The usage of the logo bellow is merely illustrative.