Winning Entry · 99designs

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.

IndustryBusiness & Consulting

ServiceLogo & Brand Identity

Platform99designs

The Contest Brief

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.

Design Requirements

Name to incorporate: 'Strength in numbers'

Target audience: CrossFit gyms, fitness companies, crossfit-related businesses

Logo types accepted: Pictorial mark, Abstract mark, or Emblem

Colour preferences: Open to creativity — no palette specified

Deliverables: Print (business cards, letterheads, brochures) and online (website, advertising, banners)

Style: Modern, balanced — no extreme stylistic direction specified

Design Exploration

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

The Final Mark

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

#000000 — a single, uncompromising black. No gradient, no accent. The brief gave full creative freedom and this identity chose restraint: pure black communicates raw strength, discipline, and timelessness for the CrossFit community.

Logo System