​Problem: The Origin Health & Fitness was a well-established brand with an existing logomark. The launch of the Origin VO2 brand required an updated logomark that captured the spirit of the main brand while bringing something new. Initially conceived for the locally based gym, the primary Origin gym logo uses a tapering shape to indicate gentle motion as well as softer colours and rounded corners to convey a less intimidating feel. This wouldn't be appropriate for Origin VO2, whose target demographic consists of high-level competitive athletes.

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Goal: To create a recognisable extension of the existing brand, while appealing to the more niche demographic with very different goals and expectations.

Solution: Using the existing logomark as inspiration, I kept the tapering shapes and added harder edges and a cutout within the encircling shapes. I also put the ends on a diagonal. All of this creates a more scientific, measured feel, while the diagonals give a sense of aggression and motion. For the "VO2", I used and a slightly grungy italic font to conjure the feel of speed and acceleration.