A new company Wicked Fit Apparel chose us to come up
with their logo design. Greg Cain wanted to build an apparel
brand with the people that do the CrossFit training program in mind.
CrossFit is the principal strength and conditioning program for many men
and woman in police academies, tactical operations teams, military special
operations, martial artists, and hundreds of other elite and professional
athletes world wide.
...So that was our specific target demographic. We researched
branding of like companies and other companies not in the same
apparel field but in the same demographic and target market.
Some examples are: LifeAsRX, AgainFaster, Under Armor, Danskin,
Gatorade, various sports teams, Nike, Addidas, Reebok, Puma, and more.
Greg also wanted the logo to embodied CrossFit but if you don't
know what it is you would like their product too. In particular he
liked the idea of having a person running incorporated into the design.
After concepts and sketching, it was a simple line drawing that captured
the essence of the brand the best. Its strong lines and bold colors add
to the suggested propelled motion of the figure. The head is pushed
forward and the arms are pumping hard, its got determination, strength
and passion. It makes you think I want to be this person,... and maybe I am.