Velocity

Velocity is a new fitness brand that is looking to take the industry by storm by opening their first gym with plans to expand into the world of online fitness with offerings such a training programmes, tutorials and more.

When crafting the velocity visual identity is was important to convey elements of motion throughout the design. This was achieved by creating a dynamic logo-mark housing the brand initial, tilted on an axis to encapsulate speed and movement. The mark has been paired with a clean, legible sans-serif to portray innovation, one of the companies main brand values. Having this typeface in an italic font reinforces the dynamic feel that we were looking to achieve.

The monochrome colour palette injected with a flash of electric purple creates great contrast and really enhances the feeling of energy, life and movement throughout the identity.