The design was great! It came along with the requirements and worked to express themselves a little beyond just the functional asks.
How blacklabelcrossfit started their logo design journey
Black Label CrossFit
Black Label CrossFit is a new fitness community in Mount Washington, Ky. CrossFit is a fitness method that is hard core, but scale-able for anyone and any age. Navy Seals, Olympic Athletes, and Soccer Moms all CrossFit and become phenomenally fit. It is constantly varied, functional movement, performed at HIGH INTENSITY. At a CrossFit gym you will not see exercise machines but rather, free weights, pull up bars, kettlebells, medicine balls, ropes, rings, bar bells and bumper plates. CrossFit makes elite athletes out of the ordinary person, it can be painful and brutal, but extremely addictive and fun! We get results at CrossFit and our athletes are our best advertising.
Tell us a bit about who you are and the people you reach
Our target audience is the average suburban Joe/Jane who may have been physically fit in the past but life has happened and they are now out of shape but motivated to do something about it. A lot of our clients are moms who have put their kids first and let their own health suffer. Its amazing to see them get into the CrossFit gym and start lifting heavy weights, doing pull ups, doing what they thought was impossible, and feeling empowered for the first time in their lives!
The designs that usually catch my eye are not symmetrical but rather grungy and imitate graffiti or tattoo art. I like splats, swirls, wings, eagles and creative fonts. I like creative logos that can be placed on t-shirts fronts, sides, collars, hem, sleeves, etc.
The logo will also be used for car wrapping and for the website. So I will need as many versions as possible.
Everything in our facility is black, hence the name Black Label CrossFit. I would not be opposed to using skulls or other dark imagery. I want someone to see our logo and know that this place is "baddass!"