Fortis Feminae

Fortis Feminae is an America-based foundation with the goal of empowering women through fitness. Rys, the founder, was put in contact with Certo Design through a mutual friend. The brief was to update the old, dated logo with a more vibrant design. Furthermore, colour was of utmost importance. Not only this, but the logo design also had to be empowering.

Logo Redesign

The logo design process started by discussing the logo via messages. Then we moved on to initial designs. This involved creating several logos using a variety of colours, silhouettes, and layouts. Due to there being an existing logo and rough branding in place, the process was shorter than it would be for a completely new logo design. Finally, the logo designs were sent to Rys at Fortis Feminae.

The initial designs were presented to Rys, and he was pleasantly surprised, mainly due to the variety offered. As a result, two logo designs were selected for further development. These two logos were developed individually and also merged together as one design. Eventually, three logo designs were created for Rys to choose from.

Fortis Feminae Original Logo
Fortis Feminae Logo Redesign 2
Fortis Feminae Logo Redesign 1
Fortis Feminae Logo Redesign 3
Fortis Feminae Logo Redesign 5
Fortis Feminae Logo Redesign 4
Fortis Feminae Logo Redesign 6

Final Logo Design

Finishing touches included smoothing the edges and updating the tagline. The final logo design uses a unique “leaping lady” silhouette. Notably, this incorporates a trail that emphasises the leaping motion. The leaping motion embodies what Fortis Feminae is all about: empowering young women through fitness. The addition of the circle adds colour and draws even more attention to the leap. The metaphor “jumping through hoops” comes to mind. Furthermore, the circle helps bring the logo elements together as one.
Fortis Feminae New Logo Design

I was introduced to Dan via a mutual friend. I had a rough idea how I wanted my logo to look and I gave Dan a very rough draft that I had developed with a description of my vision. Within a matter of days Dan had produced a variety of options that were unbelievable, professional & vibrant. After a couple of edits we came to the perfect logo. I would be happy to recommend Dan to anyone looking to create or design a logo. His response time is almost immediate and his product is outstanding. 5 Stars!

Ryzard Chadwick, Founder of Fortis Feminae

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