Target Audience is adolescents / youth 8-15yrs (key focus teenagers), predominantly female, currently at school, location - Bayside Victoria and surrounding suburbs (Elwood, Brighton, Elsternwick, Caulfield etc) - relatively affluent areas.
Target Audience for marketing purposes is parents (Mums). So whilst the logo needs to young, fresh and appeal to the children who will be trained, the parents are who we are targeting from a marketing perspective, they hold the purse strings.
Psychographics: mums who believe in and live a healthy lifestyle which includes sport and exercise, healthy eating and diet for both them and their children. They probably exercise themselves, may even have their own personal trainers so see the value in investing in healthy choices for their children.
It is important to me that the design is not too 'kiddy' focused. It needs to be stylish, elegant, modern and professional (more geared towards the mums) but still have a youthful feel.