Meet Anthony Richardson.
Personal Trainer. Educator. Motivator. Life Coach. Event Planner.
Sometime in May 2020, he commissioned me to work on a branding project that involved the things he is most passionate about.
He needed a character as well as a logo design. I’ve had the honor of attending the same alma mater as him at the University of Wisconsin-Whitewater, so I know he’s full of amazing energy and a kind soul.
Project
Logo Design
Client
CIK Mentality, LLC.
Tasks Completed
Preliminary sketches, Vector Illustration, Strategy
Front View
The Logo
I was commissioned to help build the brand of CIK Mentality, LLC. by my friend Ant Richardson. A company that promotes wellness, a crazy positive mentality, motivation, transformation, and so much more.
In the beginning, we used @google Meet to catch up and chat about the project details. From there, the brainstorming began. My task was to take his vision and bring it into reality. When we, as Designers, work on projects like a logo, we always want to design something that can last decades, if not a lifetime. Taking a play on his work CIK (pronounced CIK), I took inspiration from fitness apparatus and tools like the kettlebell and applied a Hannibal lector-like expression to it. You’ll see in the last slide how I roughly tested in 3D how merchandise could look if produced.
Prepping for launch
The Character
Anthony “Ant” Richardson went through a massive physical transformation these past few years that he earned from hard work and daily discipline.
So, in this mascot-like character, I wanted to keep that same energy! Powerful, glaring eyes, the flexing vascular muscles, and the bending bar representing big weights on it.
As Hugh Jackman once said, “If the bar ain’t bendin’ you’re pretendin’.”
Anthony (CEO) and I workshopped some merch ideas for the near future that is now in development.
Below are some mockups of what they could ideally look like.
Color & material
In keeping with the “Sick” play on words in CIK Mentality, LLC. we chose to use values of green and purple. Together, we felt that this was a harmonious combination of colors that fits the vision of the company and helps the aesthetic.
Officially, the spot colors are Pantone 379 C (or Key Lime) and Pantone 527 C (or Royal Purple).
Key Lime
#417e94
Royal Purple
#8331A7
This Made Me Want A Logo!
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