Next Level is a logo concept for a fitness club, drawn in the studio in 2023. Everything rides on one idea: momentum. The nine letters lean forward at the same angle, and the first stroke of the N is cut into a bolt that rises above the line and drops below it — the one letter that refuses to stay in place. Everything else is held back on purpose: black, white, and the grey of a concrete gym wall.
Wordmark
Lockup
Black and concrete colourways
Business card
Campaign line
Tee and bottle
01The wordmark
Leaning ten degrees, one letter out of line.
Every stem leans at ten degrees, so the word reads as one movement rather than nine letters. The N is the exception: its first stroke runs half a cap height above the line and half below, a bolt through an otherwise even row. FITNESS CLUB sits underneath in Poppins SemiBold, tracked wide and kept small so it never competes.
Construction: cap line and baseline, the N’s half-cap overshoot above and below, and the 10° lean
The N, the only letter to cross both lines
BlackCard, tee, bottle, dark posts
ConcreteThe campaign ground
WhiteThe mark on black
02Colour
White on black, black on concrete.
The set uses only two arrangements: the lockup reversed out of black — on the card, the shirt, the bottle and the dark gym-wall posts — and in black on a pale concrete grey for the campaign panel. There is no accent colour; the lean does the work.
Reversed
Black
03Business card
The front is all name, pushed into the corner.
Both sides are black. The front carries the wordmark alone, large and low on the right, as if it has just arrived; the back keeps the full lockup small in the top-left corner. The original back also held a name, title and contact lines — template text with the studio’s own details — so it is shown here without them.
FrontBack
“Move it and lose it” — the campaign panel, the line re-set in Futura Bold and the bottle redrawn flat
04Kit
Something to wear to the next session.
The set put the lockup on a black training tee and a black steel bottle. Both are redrawn here as flat drawings — the originals were stock mockups — with the white lockup across the chest of the shirt and around the bottle.
