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.