Flux was engaged to develop a brand identity for a new business focussing on supplying online fitness, training and nutrition advice services to a target audience aged between 20-35 years.
The logotype for New Culture Fitness is based on strength, the body, movement and modern culture. The custom, hand crafted letterforms that define the bold, stamp-like logo represent movement within strength, whilst also communicating a comfortable inter-connectedness. This reflects the connection of nutrition, fitness and strength to attain and maintain wellness, both physical and mental, inside and out.
The bold style and shape also suggests a slightly tribal, but overall modern tone. This gives the brand identity a youthful appeal. Strikingly different from its market competitors, this logo design immediately tells the audience New Culture Fitness offers something beyond the ‘norm’ in nutrition and wellbeing.