Branding | Logo Design​​​

Deliverables: Logo Design · Brand Direction

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Objective: Develop a bold, high-impact visual identity to attract hardcore endurance athletes—including the local CrossFit, Spartan Race, Ironman, and military training communities. The client wanted an aesthetic that would immediately resonate with a no-limits, high-intensity audience.

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Design Approach: The brand theme was inspired by the raw, rebellious energy of Lincoln Park, the primal force of a screaming gladiator, and the unrelenting defiance of Rage Against the Machine. This fusion gave rise to an aesthetic that feels aggressive, focused, and fearless.

The color scheme is a visceral pairing of black and red—black representing intensity, grit, and discipline; red channeling energy, heat, and high-stakes performance.

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The logo embodies primal rage and focused power, designed to ignite drive in the brand’s target audience. The typography, BlackOpsOne, reinforces a militaristic, battle-ready tone while keeping the design sharp and contemporary.

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Tools Used: Adobe Illustrator · Adobe Photoshop