SWASM is the acronym for “Start Wish­ing and Start Mov­ing”.  A fit­ness cloth­ing line that, unfor­tu­nate­ly, nev­er made it to the big retail­ers.  My client want­ed to incor­po­rate “motion” into the design which is how we came up with the heart mon­i­tor fac­tor.  We start­ed with a green and black col­or palette and final­ized the logo with a navy and black col­or palette.  It was a tough deci­sion between the final logo list­ed below and Option 3 as the client loved them both.