The Need
CrossFit is a franchise dedicated to endurance training and strength fitness located in Tucson Arizona. Because of the competitive nature of their franchise and the culture that their sort of “community style” training sessions creates, we were faced with creating an identity that their members would wear proudly.
Branding the Franchise
We had to design a logo that resembled: “Ed Hardy and had a tough looking road runner in it, or maybe use a snake or gears and convey influence of the tattoo industry.” We started with an Ed hardy look and feel since that was the direction request by the client.
In the end, we ended up convincing the client to go a completely separate direction with the identity by creating a symbol that could be worn and identified by their members. We were both happy with the result and so are their many members who wear their logo proudly.
