In series of projects for this ultra modern gym, logo design took a few drastic turns until we settled with idea of having a big cat for icon. As market is oversaturated with that theme, it took me a while to came up with this simple yet unusual design, and it was well worth the wait. Thick diagonal lines filling the perfect square are cut so does lioness facial lines are recognizable in negative space. Simple and bold, monohromatic and flat, design speaks to both genders and have universal, timeless apeal :)