This week for the A to Z Logos project: Tough Fit Gym. If you haven’t noticed by now, I’m both horrible at and unfortunately terrible at puns. Which may also make me great at them; they definitely come in handy with these struck & sometimes unfortunate initial pairings, if I do say so myself (which, I do).

In complete contrast to last week’s Ultima Florals design, for a gym environment I wanted something sharp and – well, tough, that conveyed movement & depth with multiple planes. I could see this and elements in the same vain as large, metal signs, mixed with textures and imagery to really say “meet your fit goals here.” In the vain that “gym” and/or “fitness club” usually gets dropped from verbal references to a gym, I wanted to focus on the Tough Fit pun/naming device. See sketch & artboard below for what I think the identity could look like..eventually.