Athletist Strength and Personal Training Logo Design

Athletist is a company that helps you meet your strength and conditioning goals. They do this by creating and implementing individualized fitness and nutrition programs based on your unique body composition, structural balance, and flexibility as well as your personal goals, specific application, and time constraints.

The team at Athletist needed a logo that communicated a multitude of attributes, with the primary messaging illustrating the 3 pillars that define what they do: Strength Training, Nutrition and Neuro-Kinetic Therapy. Secondarily, we needed to show movement, energy and strength, as well as the growth process of their system.

With all the information in hand we developed a thoughtful, yet simple mark that is clear, memorable and versatile. The entire system italicized shows motion within the creative, with a font choice that creates a solid base and a significance without being obtuse.

For the color choice we went a little outside the box. Where the traditionalist might see a direction that involves stronger colors such as reds or deep oranges, we zigged where others would zag. Yellow is the epitome of happiness, optimism and accomplishment. In introducing yellow to the mix we played off of the overall feeling of an Athletist client reaching their goal.

The 3 vertical lines are a symbol of the pillars defined above: Strength Training, Nutrition and Neuro-Kinetic Therapy. The lines slant to the right with the text to compliment the overall motion of the mark, while the change in color towards the backend supports someone growing from an athlete to an Athletist.