"FIT is a series of wellness workshops for
individuals and corporate teams."

Old Logo

During FIT's rebrand brief, the CEO asked that we keep the brand's hexagon theme. He explained that hexagon structures are everywhere in nature (e.g. honeycombs), often stacking on top of each other and working in tandem to build strength.

FIT is based on the same principle. Its curriculum for wellness is holistic. If one dimension of health is off, like your body, the structure crumbles. It's only when each dimension is properly nurtured you'll find true wellness.

Logo

After the brief, I had a clear roadmap.

I needed to represent FIT's principle of "interconnected wellness" using hexagon shapes. I also had to style the logo for FIT's two opposing demographics: millennials and large risk-averse corporations.

I chose to interweave several hexagons together, each fluidly blending into one another with no start or end––representing interconnection between health dimensions.

Topping things off, the center of the logo radiates with an alluring glow, subtly hinting there's something deep and valuable here: FIT: An Operating Philosophy For Life.

Fonts

To balance FIT’s abstract logo, I selected an all-caps, serif font choice to evoke the sense of an established academia.

FIT is a new type of educational program with nontraditional methodology (e.g. video workshops, controlled breathing). We need FIT to appear established and legitimate so the brand can counteract any feeling of distrust, being "too out there," or fringe.

Colors

FIT's blue color palette was chosen for its ability to soothe, influence trust and inner-reflection.* By using blue, we’re signaling a safe space for vulnerability and self-improvement––whereas red would come off too aggressive/dominant, and yellow too eclectic.

*https://journals.sagepub.com/doi/full/10.1177/2158244014525423