Strength in Numbers
CrossFit & Fitness Brand Identity
A fitness brand rooted in the CrossFit community needed a mark that said what the name already meant — that together, people are stronger. The brief was open: any logo type, any colour, just make it modern and bold enough to live on gym walls, jerseys, and screens.
Design a bold, modern logo for a CrossFit and fitness brand — something that captures collective strength and works across print, digital, and merchandise.
Strength in Numbers is a fitness brand serving the CrossFit community — gyms, coaches, and athletes who believe that training together produces results no one could achieve alone. The name itself was the brief: design a mark that makes the idea of collective strength immediately visible.
The client came to 99designs with maximum creative freedom — open to pictorial marks, abstract marks, or emblems; open to any colour direction. The only hard requirement was modern and bold, with enough presence to hold its own on business cards, letterheads, gym signage, online advertising, and banner ads. Colour preferences were left entirely to the designer's judgement.
Sketches, concepts, and the directions that didn't make it
Initial Sketches & Concept Exploration
Concept Direction 01 — Pictorial / Abstract Mark
Concept Direction 02 — Emblem Exploration
Rejected Explorations
Bold enough for a gym wall. Clean enough for a business card.
Symbol
Add symbol description — the mark captures the idea of collective strength through its visual form. Built to read clearly at any size, from a gym banner to a social media avatar.
Typography
Add font name — the typeface chosen is modern and confident, complementing the strength of the mark without competing with it. Legible across all formats.
Colour
Add colour details — the brief gave complete freedom on colour. The chosen palette reflects energy and boldness appropriate for the CrossFit and fitness community.
Colour, typography & usage
Colour Palette
Primary
Add hex value
Add colour role
Secondary
Add hex value
Add colour role
Accent
Add hex value
Add colour role
Neutral
Add hex value
Add colour role
Typography
Primary Typeface
Add font name
Logo Usage
Light background
Dark background
Monochrome
Small size
The logo in real life
How the mark holds up on gym signage, merchandise, stationery, and digital formats.
Mockup to be added
Mockup to be added
Mockup to be added
Mockup to be added
A community brief.
A bold, winning mark.
Out of 66 concepts from 8 talented designers worldwide,
this identity was selected as the winning entry.
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