4.3 Forty is a performance coaching and mindfulness company. They strive to create a space for everyone to be their best self.

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"At 4.3 Forty, we believe every person deserves to play the game at the highest level. Let’s be honest, life is a game, and we’re all playing it. If you’re stuck, overwhelmed, and looking for a routine to get you back into the game, then look no further. Our passion is to create a space for people to discover their own personal empowerment through acceptance and acknowledgment, creating routines that play to their strengths, and playing a game they love to play that keeps them thriving." - Performance coaching: 4.3 forty coaching. Performance Coaching | 4.3 Forty Coaching. (n.d.)., from https://43fortycoaching.com​

4.3 Forty is a Business Coaching and Lifestyle Coaching brand that was started by Azizuddin Abdur-Ra'oof, a former NFL Football player. Ziz is an inspirational speaker who loves sports and improving the lives of those around him.

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The goal of the 4.3 Forty Brand language was to create a very bold statement that appeals to all.

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The use of the lightning bolt was a slight nod to Ziz's previous career in the NFL and also invokes a feeling of power. Paired with the Racing Sans One font, the initial logo sends a strong and clear message. Paired with the Calibri - Regular font, this logo has great balance. It is bold, strong, and bright but also inspirational and modern. 

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In keeping the brand language only 4 total colors, we are able to play with the logo shape and orientation of the wordmarks to create unique looks on every platform.