Personal trainingLogo design
A B with
a dumbbell inside.
00The project
- Client
- Bing Fitness
- Sector
- Personal-training studio
- Year
- 2021
- Scope
- Logo design · Symbol & wordmark · Brand colours
Bing Fitness is a personal-training studio. In 2021 we drew its logo: a capital B with a dumbbell cut out of it, the rest of the name in heavy, round-cornered letters, and FITNESS stacked above in orange. The client folder also keeps nineteen photographs of the studio, taken with the logo already up on its glass.
01The symbol
Plates, a bar,
more plates.
The B is a straight back and two round bowls, the lower one a little fuller. Out of it we cut a dumbbell standing on end: three plates at each end, each shorter than the last, joined by a short bar, the whole thing centred on the B’s middle line. From across the street it reads as a letter; up close, as the thing you are about to lift.
02The name
Heavy letters,
one long line.
The rest of the name is built from the same parts as the B: upright stems, round corners, a dot as round as the bowls. The g’s tail runs back under the whole word and holds it together, and FITNESS sits on top in narrow, heavy orange capitals — the one warm note against the navy.
RGB 28 59 87
RGB 227 99 37
Redrawn as vector to the 2021 file’s measurements; colours sampled from it.
03The studio
Steel, rubber,
window light.
The photographs in the client folder show the room: treadmills along the glass, kettlebells and plates, the logo on the windows. We show only the frames without people, as they were shot.
