CrossFit San Carlos
For the CrossFit San Carlos project, the objective was to develop a logo encapsulating the essence of the gym using its initials. Exploring various design directions, one approach centered on a grid-based type set within a cube, symbolizing stability and construction essential to CrossFit training.
Another direction adopted a modern sport font, featuring heavy italics and curved angles to evoke dynamism and movement.
The client expressed being drawn to a traditional American sports team-style logo, where intersecting letters conveyed strength and unity.
The client was happy with the direction but we agreed these iterations felt antiquated and not modern enough. To infuse a futuristic touch, the latest design iteration incorporated a modified Porsche font with added serifs. Deliberations over removing rounded serifs on the inside of the 'C' concluded with their retention to maintain a welcoming allure.
Following logo finalization, the client selected from a range of wordmark options, seamlessly integrated into their desired presentation style. This collaborative effort culminated in the creation of the final logo, a testament to the harmonious fusion of traditional and futuristic design elements tailored to CrossFit San Carlos's identity.
