LIFT is an online sportswear brand based in South Africa and looking to expand globally. It caters mainly to gym and fitness enthusiasts, but aims to extend its reach into the general consumer market, in similar fashion to leading brands like Nike, Adidas and Reebok.
Aiming to arrive to a global-facing mark that has meaning while retaining simplicity, we settled on this wing-like design, paired with a custom wordmark, representing lift, ascent, flight.