Decafit

/
Brand Identity

A personal training company, built on ten fundamental principles of physical health.

services
Brand Identity
Logo Design
Print Collaterals
Decafit
/
Brand Identity
services
Brand Identity, Logo Design, Print Collaterals

Challenge

Founder and head coach Mathiyalagan wanted to translate his decade of personal training experience combined with extensive physical education into a business in the fitness industry. His unique fitness training system covers ten key aspects of physical health: muscular strength, endurance, cardiorespiratory endurance, balance, coordination, flexibility, speed, power, agility, and reaction time. Together, we worked to create an identity that embodied these principles and a brand he could build a fitness community around.

outcome

The logo is bold and grabs immediate attention. The weighted base with sharp angles creates a strong and active visual. The logo mark is inspired by the roman numeral ‘X’. It also resembles an abstraction of a person lifting weight overhead. The lines create continuity from fingers to toes and bring with them a sense of the brand's principles coming together to form a whole. The new identity helped kickstart the company in a competitive industry and helped garner attention, attracting numerous new clients since its launch in early 2019.

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LOGO APPLICATION

Environment & product applications

The logo needed to be versatile. The design allows it to be applied to various products and environments, from small confined spaces on gym equipment to large signages. This was an important consideration for the future of the brand, as it grows and expands its business to offer new products and services in the fitness and wellness space.

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LOGO VARIATIONS

Alternate variants for different scenarios

Since the logo application extends to various products and environments, it has been designed to accommodate two different orientations. The primary logo is stacked as seen above. Below is an alternate linear layout. The logo and logo mark can also be used independently in specific scenarios.

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