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fit gym

Image of logo and branding for fit gym

The Project

I created the logo and branding for a fictional gym as part of my final project for General Assembly’s Visual Design course. Check out the final website design here.

The Idea

The prompt was to create a brand identity for a local gym in Los Angeles. My goal was to create an approachable and authentic brand voice that steered away from the intensity of mainstream gym culture.
Image of word association exercise for fit gym

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Image of color palette for fit gym versus competitor brands

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The Result

I pulled inspiration from LA’s local businesses that often feature murals or hand-painted signage. The color scheme was selected to be distinct from other competitors and primarily features orange, brown and blue tones. The shapes and forms used in the logo are meant to be imperfect and playful. Below image shows the evolution from idea sketches to the final.
Image of fit logo ideation and iteration
Image of imperfect shapes illustrations for fit gym

Brick wall photo by Joe Woods

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