LEE JAMES FITNESS

Train strong. Live strong.

Lee James Fitness’s aim is to motivate people to be the best, healthiest version of themselves. They needed a re-brand to reflect their company ethos.

Role: branding, visual design.

This fitness company re-brand needed to feel crisper, stronger and more motivational. The exisiting logo lacked the ‘punch’ that reflected the people working out in the gym. The colours and form of the new logo needed to be something that would stand out at events, that could be plastered across a gym wall or printed onto merchandise.

‘Triangles are the strongest shape’. This concept plays with the symmetric form of the letters L and J, tied together in a triangliar shape. This parallels the strong mindedness and physique of the Lee James gym-goers.