The core idea of this brand comes from the 5 elements of fitness (Flexibility, Muscular Strength and Endurance, Cardiovascular Endurance, Body Composition, Joint Mobility and Body Awareness). Additional to these elements, there is the CrossFit element: Community. These 6 elements form a hexagonal shape. In the icon, there are 3 hexagonal shapes that represent coach, athlete and the box. When these things are combined we create a unique icon that embodies what Adapt CrossFit is all about.

A strong, custom made and simple typography is used to maintain the cleanness throughout the concept. Keeping the original colours resembles shows an existing brand that is evolving.

Existing Signage

Previous collateral and business cards

Inspiration comes from the plates, simple modified font and the athletes themselves

Logo comparison – before and after

Logo grid

Logo decal on glass door