Research
Understanding the Business and Expectations
“I want a new logo to ensure it reflects the goal of the brand, which is to establish an inclusive community for everyone and help them achieve their goals, Anyone, Any Age, and Any Goals.”
This project began with a conversation about the client’s vision. The owner of Faiczak Food & Fitness plans to open a gym by the end of the year but had been struggling to find a logo that truly aligned with the brand’s purpose. Their goal is to build an inclusive community for everyone regardless of age, gender, or personal goals.
In our initial conversation, the client shared an early concept: a dumbbell and fork. While it referenced both fitness and food, they ultimately wanted to move away from it, feeling it was too cliché and failed to reflect the deeper message of the brand. They were looking for a logo and identity that could express their values and serve as a strong visual foundation for their upcoming gym.
Client's Initial Logo Concepts
Competitor Analysis
After defining the core question, I looked at how other fitness brands in the space present themselves visually. A common trend was the use of familiar symbols like dumbbells to represent fitness. While this approach is widely recognized, it often feels generic and doesn’t speak to the deeper values of inclusivity and personal progress that Faiczak Food & Fitness represents. This made it clear that avoiding typical visual shortcuts would be key to creating an identity that felt more personal, welcoming, and aligned with the brand’s mission.
Commonly Overused Logo Styles
Key Insights
Through my conversations with the client and research into the fitness landscape, I identified a set of brand traits that would guide the visual direction. These traits reflect not just what Faiczak Food & Fitness does, but how it wants people to feel when they engage with the brand whether in the gym, online, or through their meal services. The key themes that emerged were welcoming, inclusive, and motivating.
Other qualities that helped shape the tone included: Simplicity, Positivity, Knowledgeable, Joyful, Teamwork, and Energetic. Together, these characteristics shaped a visual identity that feels approachable, uplifting, and centered around real people and real progress.
Welcoming
Creating a space where everyone feels comfortable starting, no matter their experience or background.
Inclusive
Designed for everyone and every goal, without judgment or pressure.
Motivating
Uplifting, supportive energy that helps people stay consistent and feel proud of their progress.
Defining the Core Question
How can I express the brand’s core values without relying on cliché visual elements often associated in the fitness landscape?
I defined a core question to following the conversation with the client and research to guide the project.
Exploring Tone and Voice Through Moodboards
Building on insights from the client conversation and competitor analysis, I developed three moodboards to explore distinct directions for the brand’s visual identity.
"Board number one is the one that I like the most, and I like the yellow, orange, blue and red/pink colours."
After reviewing the options, the client gravitated toward Direction 1, which emphasized personality, warmth, and energy. Its color palette and overall tone captured the brand’s approachable, motivating character. They also liked elements of Direction 2, especially its focus on community and inclusivity, the imagery highlighted support and shared progress. The client asked for a blend of the two: keep the warmth and energy of Direction 1, but weave in the community‑first messaging from Direction 2. We carried the hybrid direction into the full visual system, fine‑tuning the color palette and locking in a clear, cohesive brand personality.
Moodboard 1
Moodboard 2
Moving Toward Design with Ideation
With a clear visual direction and aligned expectations from the client, it was time to begin developing concepts. My goal was to create ideas that reflected the brand’s core values while steering away from the usual fitness and food clichés. Finding the right balance took time, exploration, and multiple rounds of discussion with the client. Through that process, I developed and refined several concepts, which eventually led to a final direction that felt aligned with both the brand’s personality and its mission.
I started by exploring abstract forms inspired by shapes commonly found in the gym environment, not in a literal way but as subtle visual cues that could hint at strength and structure without relying on obvious icons. From there, I experimented with typography-based approaches to see if the brand's personality could come through letterforms alone. As the process evolved, I shifted focus toward capturing movement and people, two central elements of the brand, using dynamic shapes that suggest progress, energy, and human connection. Some early sketches leaned too heavily into geometric abstraction, which started to feel disconnected from the warmth and inclusivity we were aiming for. This helped steer the direction toward something more human and fluid. These explorations helped narrow in on a direction that felt distinct, flexible, and true to Faiczak’s inclusive mission.
Through continued exploration and conversations with the client, we refined the direction further. One piece of feedback that stood out came during an early review:
“For option two, I’m curious how it would look if instead of the F pointing down (which I like, it looks like a mountain and gives a very fitness vibe), the F could point up, if you get what I mean?”
This comment sparked a new round of experimentation around movement, upward energy, and progress. It was a reminder that even small adjustments can shift the tone of a logo and make it more aligned with the brand’s values. By staying open to feedback and iterating with intent, I was able to push the concept into a more confident and meaningful final direction.
Early Logo Concepts
Final Solution
Through collaboration and refinement, I adjusted the spacing and alignment to create a form that feels balanced, intentional, and human. The final design is bold but not aggressive, structured but approachable. It reflects how Faiczak wants people to feel when they walk through the door: supported, motivated, and seen.
The final logo brings together the two core elements of the brand: food and fitness, represented through two interlocking shapes that form a stylized "F." This symbolizes working together to help clients reach their goals reflecting the brand’s vision of Anyone, Any age, Any goal. The angled form suggests forward movement, energy, and motivation to reach their goals. The mark is enclosed in a circle to reinforce the ideas of community, inclusivity, and connection, which are at the heart of Faiczak’s mission.
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Typography
I selected Quicksand for its rounded terminals and clean, geometric structure, which help convey the brand’s friendly, modern, and approachable personality. The typeface strikes a balance between warmth and clarity, making it easy to read across digital and print formats. Its smooth letterforms pair well with the logo’s structured shapes, creating a cohesive and inviting visual system that supports the brand’s message of inclusivity and progress.
Color
The choice of orange plays a key role in expressing the brand’s personality. It conveys warmth, energy, and optimism, traits that reflect the brand’s welcoming and inclusive tone. Orange creates a sense of approachability and enthusiasm, helping the identity feel encouraging without pressure. It is used as the primary brand color and pairs well with supporting neutrals to maintain clarity, visibility, and consistency across digital and physical environments.
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