Creating a positive and uplifting brand character.

Define Me Personal Training is the brain child of sole-proprietor, Michelle Pitman. She offers personal training classes, yoga instruction and meditation as well as consults on health and nutrition matters. Michelle engaged Graymatter to develop the brand identity for her new venture. She was in search of a logo that would be positive and uplifting and represent who she was as a person. The chosen logo is a unique representation of the ancient Chinese principle of Yin and Yang in the context of a woman’s health. The chosen colour scheme for the brand is bright and chromatic, using three secondary colours that when mixed together form the fourth and fifth colours of the logo. The word mark utilizes rounded letter forms that compliment the shapes found in the icon.