Fitness Factory Brand Concept

For this client, he desired an upscale gym that would incorporate health and wellness. He had previous designs featuring progress bars, and my concept for this project was to have the logo incorporate lines that resemble stairs, mirroring the shape of the two F’s. This concept can then be utilized as the logomark in various areas as well. I opted for a clean and masculine color palette, which has been psychologically shown to work well in a gym atmosphere.