The Circuit by Sodexo is a program created for student athletes with a focus on optimum nutrition, premium facilities, and coordinated support that would carry through their time in school and beyond. With a strong, foundational palette of black and white, the goal was to create an identity that could be adapted by individual universities and customized with their own colors, while evoking strength, power, and agility.
Created while a designer at MKJ Creative
Perhaps one of my most layered (and favorite) logo concepts ever, there are a number of different aspects to this bold, strong mark. First and foremost, the overall circular shape was a direct reference to circuit training, which served as the foundation for the offer's concept. Then you have the three concentric circles formed by the path of the mark, which represent the service's three inter-functional pillars. And lastly, the line exiting from the center represents the emergence of athletes from the university to their lives beyond the collegiate experience. That same line is also meant to aid the mark in resembling a power button, making a visual connection to the tagline, "Powering Athletic Performance."
