RFC identity and collateral

Design, Visual Identity

Rooted Fitness Crossfit approached me to help them refine their branding, come up with a visual identity, and to help them bring a website together once their visual style was defined, however, they were working on a tighter budget. I like constrained projects like this because without a maximized budget you’re forced to make decisions much quicker and settle.

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After a lot of experimentation (even some I did off the clock to ensure things were done right even if on a budget), the client settled on the direction of using really hard angles and strong geometric forms, as was recommended. The alternative path might have been something a little bit more unique from other CrossFit brands, a rounded and more friendly, but still strong RF symbol. The departure from the norm wasn’t something the client was comfortable with at the time, preferring power and rigidity.

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Font wise, we chose to keep things simple for now. Where the term “CrossFit” appears in the wordmark needed to be a space where other terms could be swapped in, should Rooted Fitness decide to expand into other markets (ie: Rooted Fitness Supplements).

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While we did a lot of colour exploration, with a variety of red, blue and green hues, the majority of choices the client gravitated towards were the reds for a few reasons. Firstly, the power it seemed to represent when paired with the logo and wordmark. When using greens and blues it was feeling a bit too friendly and not energetic enough. Starting to move towards redder oranges, salmons and saturated reds had better results towards the desired goals.

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rfc_6Who says you can’t make a decent logo on a tight budget?