RETO100 Logo System

I’m building RETO100, a 100-day personal-transformation program rooted in the ABAD Method (Abundance, Wellbeing, Self-Awareness, Direction). The brand lives everywhere—our iOS app, a responsive web platform, daily podcast artwork, social channels, merchandise, and printed guides—so the logo has to feel at home in every context.

The direction I’m after is modern and minimalist, projecting immediate trust and reliability. I’m drawn to a warm amber-orange accent (#E49933) against a deep navy / near-black base (#0a0e14), yet I’m open to seeing how you balance or reinterpret those hues.

Here’s how I picture the collaboration:

• First round: three distinct concept directions, each with a short rationale showing how it connects to the RETO100 pillars.
• Refinement: up to two focused revision rounds on the chosen concept to reach a polished, fully fledged logo system.
• Final delivery: vector master files (AI, EPS, SVG), high-res PNG/JPEG sets, an app-icon variant, monochrome/knockout versions, and a concise usage guide covering spacing, color values, and recommended type pairings.

Acceptance criteria: the mark must scale from a 1024×1024 app icon to large-format print without losing clarity, hold up in single-color applications, and meet WCAG 2.1 contrast for digital screens.

If you’re excited to craft a definitive visual anchor for a fast-growing wellness brand, I’d love to hear how you’ll tackle those first three concepts and see links to any comparable identity work you’ve handled.

About RETO100

What it is: A 100-day program where participants define real goals across 4 areas of life (body, consciousness, connection, capital) and work them with daily discipline.

Who it's for: Latino entrepreneurs and leaders who already have outer achievements but are looking for real inner transformation. Ages 30-55. They're not looking for cheap motivation — they're looking for method.

The emotional core: The transformation doesn't end on day 100. It starts there. The number 100 is the commitment, not the destination.


Brand attributes (the conceptual guide for the logo)

The final logo must simultaneously transmit:


Discipline — method, repetition, commitment to oneself
Depth — this isn't surface-level self-help, it's serious internal work
Permanence — the transformation lasts; it's not a 100-day program you forget
Premium — it doesn't compete with free apps, it competes with executive coaching
Latino — without falling into ethnic clichés, but with visual warmth (this isn't a cold Nordic brand)
Balanced masculine — the primary target is male, but I don't want to exclude women or project aggression


The number 100 may or may not appear literally in the logo. The word RETO may or may not be in the primary logo. That decision we make together based on the concept that resonates most.


What I want to see in the first round

3 distinct concepts, ideally covering different directions. Some paths that come to mind (these are not requirements — they're sparks):


Pure typographic: "RETO100" or "R100" with custom typography of high personality
Mark + name: an abstract symbol representing one of the attributes (discipline, cycle, depth) + name in a companion typeface
Monogram: the letters R and 100 fused into a compact mark
Conceptual symbol: a geometric figure carrying meaning (not figurative — no hands, suns, mountains)
Editorial hybrid: closer to a premium magazine or boutique brand mark


I want to see your direction — not for you to copy references. Each of the 3 concepts with a 2-3 line conceptual justification.


References that did NOT work (so you understand my instinct)

I've explored two internal attempts before coming to Freelancer:


Attempt 1: An "R100" mark with two stylized zeros, and below it in small text "RETO 100" as a clarifier. I rejected it: if the primary logo needs a subtitle to be understood, it doesn't stand on its own.
Attempt 2: "RETO 100" with the two zeros forming an infinity symbol. More readable, but it felt generic and the "infinity" symbolism is overused in wellness branding.


I mention these examples so you understand the territory I've already walked. Don't feel obligated to avoid infinity or the R100 mark if your concept justifies them from a different angle — I'm just clarifying that the result needs to feel fresh, not like an iteration of what I already tried.


Color palette (reference, open to proposal)

What I currently use in the app:


Primary accent: warm orange #E49933 (transformation, inner fire)
Deep: navy / near-black #0a0e14 (depth, night, introspection)
Neutrals: pure white #ffffff, pearl gray #f5f5f5


I'm open to the designer proposing a different palette if they can justify it with solid visual and emotional arguments. The palette can shift to reinforce the logo concept.


What I do NOT want


Handmade calligraphy or "artisan" typography
Generic coaching aesthetics (hands to the sky, rising suns, mountains, staircases)
Rainbow gradients, exaggerated shines, 3D glow effects
Obvious spiritual icons (mandalas, lotuses, chakras, eyes)
Mainstream typefaces like Montserrat, Bebas Neue, Impact, Poppins
Logos where the full name has to be placed underneath "to be understood" — the mark must stand on its own
Check marks, ticks, upward arrows, closing circles
"Fitness app" aesthetics (muscle, sweat, gym imagery)



Deliverables (once we land on the final concept)

Brand files


Primary logo — the hero version
Secondary logo — compact version for favicon, social media, watermark
Mark only — just the symbol, for uses where space is minimal
Monochromatic versions — white on dark and black on light
Reverse version — for photo overlays


Technical formats


Editable vector files: AI (Adobe Illustrator) and SVG
Transparent PNG exports: 512px, 1024px, 2048px
iOS app icon: 1024×1024 px (master) plus exports for all Apple template sizes
Favicon: 16, 32, 48, 192, 512 px
Podcast cover: 3000×3000 px (Spotify/Apple Podcasts)


Brand guidelines (PDF document)


Minimum logo spacing
Minimum size for use
Allowed and prohibited variations
Color palette with HEX, RGB, CMYK, Pantone codes
Recommended secondary typefaces for editorial use



Applications I need to cover


iOS app icon (Apple Store)
App splash screen and header
Web landing page (hero)
Instagram / TikTok posts and reels
Daily podcast cover on Spotify and Apple Podcasts
YouTube video watermark
Email signature
Print materials (notebook, sticker, basic hoodie)



Visual inspiration (level references — not aesthetic templates)

Brands I admire for different reasons (I don't want to copy them, I want to understand the level I'm aiming for):


Headspace: simple symbolism with emotional weight
Tesla: premium, timeless typography
Calm: emotional depth without falling into spiritual cliché
Whoop: disciplined masculine brand without visual aggression
Lululemon Studio: balance between wellness and performance
Aesop: editorial typography, restraint, premium without shouting