The Challenge

The brand needed to balance a bold, serious tone with approachability, avoiding clichéd fitness symbols like dumbbells or weights. Additionally, SweatIT required sub-logos and a flexible colour palette to represent different areas of the business, ensuring a cohesive yet versatile identity.

The Process

Discovery Phase: We collaborated closely with the SweatIT team to understand their vision, their gym community, and their goals for the new facility. Competitor research provided insights into creating a distinctive brand that avoided overused fitness tropes.

Concept Development: The design process focused on creating a sophisticated yet bold logo that captured the essence of SweatIT’s serious approach to fitness while remaining visually modern and adaptable.

Design Refinement: The final brand icon fused the bold “S” and lowercase “i” from the company name, forming a strong, subliminal graphic that avoided obvious gym-related symbols.

The Solution

Logo Design: A bold, minimalist brand icon combining the “S” and “i” to create a sleek, modern mark.

Sub-Brand System: A tailored colour palette was developed to differentiate various areas of the business, with the SweatIT icon and text lockup applied to each.

Brand Applications: The identity was designed for versatility, appearing on t-shirts, signage, and digital platforms.

The Impact

The updated visual identity reflects the urban, stripped-back aesthetic of SweatIT’s new facility, effectively communicating their serious approach to fitness while welcoming newcomers.

The branding system, including the sub-logos and colour palette, ensures cohesion across all aspects of the business.

SweatIT now consistently uses the brand across social media to promote offers, benefits, and events, enhancing their professional image and community engagement.