Logo design for the Dr. Pablo Fonseca for his coach practice. The concept for the logo is to communicate the process of transformation through abstract forms that are dynamic and in the iconography part of the logo move upwards helped from a colour palette that it self is also transforming from cold to warm, this helps to support a desired sense of elevation and transformation towards a good state of body and mind. The typography selection was based on a modern and minimalistic approach with a sans serif composition but with an accent on the ampersand that reminds of a more serif inspired typography.