The kettlebell was chosen as the centerpiece of the identity because of its strong ties to the company name, the kettlebell equipment used, and close proximity to Bell Boulevard, where the gym is located.
The bold typography contrasts with the red color, which resembles the exposed brick of the gym's walls.
It was great seeing the logo come to life in many different applications. Dominick and Anthony went all out with everything from shirts, hoodies, banners and even a custom hand-made sign.
The logo proved so popular, that the owners asked me to create two more logos for competitions they host: CrossFit Belle, a women’s only CrossFit competition, and Bayside BarBell, an Olympic lifting event.
The new logos are based on the original logo's design, while introducing a new color palette and silhouettes specific to each competition.
When designing the business cards, the aim was to create a strong, clean, and consistent look. The bold typography used in the logo continues, with the red color providing an accent.
On the back side of the cards, their slogan was introduced: "Varied inputs. Constant results."
The promotional postcards rounded off this fun project. The main goal of the postcards was to be informative while transmitting a sense of the support and camaraderie to anyone seeking elite fitness at CrossFit Bell.
The collage of photographs of the gym's members along with the tone of the copywriting drives home the idea that CrossFit Bell is a family that works hard, and supports each other.