The document provides rationale for developing a strong brand identity for a new company providing "human body enhancements". It suggests qualities like fitness, health, and efficiency and visual elements like the color green and images of athletes or muscles. Names like "Champion" are proposed to signify speed and quality. Different logo designs are presented, with revisions based on feedback. The final design incorporates the name "Champion Body Enhancements" along with a sprinting man icon and the color green to represent the brand's qualities and services in a unique and recognizable identity.

1. Jonathan Bell
Human Body Parts
Rationale
Key Message
The brand needs to establish and define itself,
it should do this by having a strong brand identity that sends a
clear message to consumers, signifying the brand qualities and
what customers can expect from them.
Brand quality Words accosiated Visual element
Fitness
Trust
Efficient
Enhancement
Healthy
Strong
Excersise
Sports
Athletic
Comfort
Honesty
Ethical
Safe
Speed
service
effective
organised
Upgrade
Heightning
Boost
improvment
the colour green could be used to suggest
vitality and healthiness.
Visual elements in the form of a silhouette
could represent the aesthetic enhancements,
i.e. representations of strong abdominal
muscles.
Representations of athletes could also be
used to signify the fitness upgrades available
and what they can lead to.
Imagery should be simple and kept casual
and informal, if the brand is made to look to
corperate it may lose it’s customers trust.
The name of the brand should be something
that suggests speed in a similar way that
‘KwickFit” do.
Imagery could be slanted to the right to sug-
gest movement which could represent the
brands efficiency.
Imagery could represent reaching higher
places with the product, using arrows sym-
bolically could represent the upgardes that
the brand can produce.
Rationale Conclusion
I have identified the qualities of the brand and suggested
imagery and ways in which these qualities can be signified
through the brand identity. From past experience I am aware
that these ideas and values may change through the idea creat-
ing process however the visual rationale has given me a strong
starting point.

2. Jonathan Bell
Human Body Parts

3. Jonathan Bell
Human Body Parts
Champion
I like the idea of using the name Champion
It signifies a high quality performance, it hints at being the best
at what it does and moves away from the corporate feel that I
discussed wanting to avoid in the rationale.
With this in mind I decided to move my designs forward with the
name Champion in mind.
I tried to make this logo in photoshop how-
ever the end result wasn’t as promosing as
I had hoped for.

4. Jonathan Bell
Human Body Parts

5. Jonathan Bell
Human Body Parts

6. Jonathan Bell
Human Body Parts
Design Development 2
I rendered my logo using photoshop
however the end result didn’t recieve
the feedback I was hoping for. The
feedback concluded that the logo
doesnt toll me what the brand is,
they said it would be for some kind of
sports brand or perhaps for an energy
drink.
Considering that the human body
parts market is new, the brands need
to establish what they make as well as
their own identity.
with this in mind I added “Body En-
hancements” to the logo to inform the
consumer of the brands service.
Final Design
I think that the final design fills the criteria that I set out
to fill, it has a strong and unique brand identity and pres-
ence.
The logo covers a lot of the suggested ideation from the
rationale. I used the colour green to link to healthiness
and sporting activities, it also references to the green
cross of a first aid kit referencing to the medical side of
the brand.
I signified the recognisable celebration made famous by
Usain Bolt, a modern day champion known for his speed
which is also something that is shared with the brand.
The name Champion puts the brand ahead of any of it’s
competition and suggests both high quality and the notion
that the customer can be a champion with the Champion
body enhancements.

7. Jonathan Bell
Human Body Parts
Logo Applications

8. Jonathan Bell
Human Body Parts
Logo Applications