Finding an efficient and minimalist solution for a functional training brand
By knowing the target audience and their routine, a color palette was established with more sober and neutral tones, warranting a higher brand scope.
The first alternatives made extensive use of lowercase typography for the logo, alluding to the positions used in functional training. This way I got to an ideal solution replacing the letter “o” with a customized kettlebell symbol, a well-known object of functional training adepts.
The use of secondary typography with finer tracing allude to the dynamism of functional training.
A minimal visual identity was created, with great application and responsiveness and with great resonance with its target audience.