Crossfit Innerdrive

Crossfit Innerdrive is a premiere strength and conditioning facility who uses kettlebells, tires, barbells, pull-ups, gymnastic rings, etc. to enhance fitness domains in strength, power, agility, endurance, flexibility and coordination.

The visual identity for the brand was a contest winner on 99designs. The client's brief specified a modern, gritty, tough, and rugged look while maintaining easy recognisability. The ideal logo was envisioned to be versatile enough that even without the accompanying words, a distinct symbol, letter, or picture could still represent the brand effectively. Examples like the Invictus logo or Verve logo, which can be identified with just a single element (the "V"), served as a reference point. The primary aim was to create a logo that would translate well across various mediums such as T-shirts, signage, business cards, and more, ensuring consistent brand representation.