The word Super comes from Latin meaning "of the highest degree or power, above and beyond."

We apply this as, no matter what else is out there, we will always be better or become better.

Our SuperPromise:

• Love and Happiness! If you don't Love your products so much that they make you Happy, then we will replace your purchase with something else or refund you, no problem! We are you! We will always treat you like family because we are all connected. We use our products too!

• SuperSimple! Our product line will always be small and lean because we don't like being oversold either. We want products that are superior and more complete and require us to buy less of them. That will save money and make us healthier at the same time. 

• SuperService! We may make a rare mistake and some things will be out of our control but no matter what, we will do everything we can to make you happy ASAP. No questions asked. We just want to be treated fairly also.

SuperHuman Logo Creation Process

• Year 2010
• Posted in Portfolio

 As a new company with a unique vision of health and wellness for people like you and me, our client needed a strong and powerful logo design to take us out of our day-to-day habits to a better, stronger and healthier lifestyle. Educational, nutritional, health food, and fitness products are the main items that will be sold to a vast audience ranging from people 25 to 50 years old.

The goal was to create a brand identity and imagery that brings the core concept of the business in front of the customer and engage him with the brand.
As the concept is built around 5 core beliefs (Safety, Love, Health, Happiness, Prosperity), we decided to work closely around them in the logo.

First Round – Directions

Our process started with collective brainstorming that quickly turned to detailed sketches.

After a few days, we confronted ideas and collectively made a selection of the best 3 to 5 directions out of the 15+ collected. These were the ones presented to our client..
Here are our favorite logo directions we came up with:

We were inspired by the SuperMan symbol, & the force field idea that harnessed 5 different colors. We also liked the idea of implementing a simple typeface that brings elegance and a more modern approach to the logo.

Second Round – Placement and Typography

After the first round of logo design, we needed to refine this raw direction and think about few other aspects that will make this emblem powerfull and life lasting.

Placement and Tagline:
the choice of the tagline “Live” has been made in reference to the lifestyle idea that is present in the concept.
It was also complimentary in a nice way to empower the emblem without competing with it.
We like this approach better than the usual tagline underneath that could potentially endanger the readability by creating “too much”. So the hierarchy starts with the emblem and then the name.

Typeface:
we used a Sans Serif font

we also worked on different spacing between letter to maintain readability and a modern feel.

To increase awareness in the early stage of the brand identity, we designed it to be an emblem and a name.
Ultimately, we think that this brand could use either the emblem or the name by independently.

Third Round – Finalization

At this point in time, our last step was to take all the previous feedback together and create the final logo and deliver it for print and web use.

Identity Manual

We have been very pleased with the result of this project and our client too!

“The final product is not only beautiful but also expresses the energy and vitality at the heart of my vision. I’m thoroughly impressed with the final product and had fun in the process."

Dr. Rook Torres, Founder

Project Information:

Requierements: Brand Identity Design and Logo Creation
Client: Live SuperHuman
Date: October, 2010
Project Manager: Oscar French
Art Direction : Tony Montano