Elite Fitness

Elite was looking to refresh their gym and decided it was also time for a brand update. The old branding focused heavily on the boxing side of the business and not so much on the fitness giving the wrong impression to potential clients. The logo itself was difficult to transfer onto clothing due to its over complicated design. The style and colour were inconsistent and it was time for a re-do.

Armoury started by working on the logo design. Ward the founder of Elite Fitness wanted the logo to symbolize elite strength but also tie closely in with his vision of keeping it simple, recognizable and merch ready. We finalized the logo with an illustration of a lion. Lion's are considered "king of beasts" giving them an elite status. They also embody courage, power, and strength making them a perfect symbol for Elite. The colour scheme was chosen to match that of a military fraction symbolizing courage, loyalty and achievement. The last touch was to make the logo memorable. Armoury achieved this through a large and dominant design of the lion's face, while including hidden symbolism in the crown and whiskers, making the logo uniquely Elite Fitness.