ETA Fitness
The client, a holistic personal trainer in New Zealand, approached us with a strong, pre-existing vision for his brand. The goal was not to create a logo from scratch, but to professionally refine and execute his concept into a cohesive and powerful brand mark. The logo needed to represent his unique philosophy, blending physical strength, mindfulness, and nutrition, encapsulated by the slogans "Enroute To Authenticity" and "Power of Choice."
This project was a true creative partnership, focused on bringing a client’s vision to life. The core concept involved uniting three key symbols—a Buddha for mindfulness, a weight for physical strength, and a representation of nutrition—within a dynamic ‘X’ shape.
Our primary role was to act as the expert designer, taking these distinct elements and balancing them into a single, harmonious emblem. We focused on creating clean, modern versions of each symbol that could work together without feeling cluttered.
A crucial part of the process was the “human-perfected” typography. To complement the symbol, we went through a detailed font exploration process to find a typeface that could convey both strength and a sense of welcoming balance. After testing several pairings, we selected a font that perfectly captured the brand’s energetic yet grounded feel for the main name.
The final result is a strong, emblem-style logo that successfully translates the client’s deep personal philosophy into a professional, memorable, and impactful brand identity.
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