Branding | Fueling Strength
Branding | Fueling Strength
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Client: Fueling Strength - Fueling Strength focuses on empowering individuals to reach peak performance through balanced nutrition and strength training.
Industry: Health, Fitness, and Nutrition
Focus: Create a bold, energetic, and memorable logo that embodies the relationship between food (fuel) and strength (fitness). The brand needed a visual identity that inspires confidence and action.
Deliverables: Logo design, brand identity system, color palette, typography, and application assets.
Research & Inspiration
Research & Inspiration
Mood Boards: Explored visuals around strength, vitality, healthy eating, and empowerment.
Competitor Analysis: Many fitness brands leaned heavily on either only muscle imagery or only food/nutrition; Fueling Strength wanted a fusion of both worlds.
Keywords: Power, Energy, Health, Balance, Motion, Growth.
Brand Feel: Strong, modern, energetic, approachable.
Early sketches combined symbols of food/nutrition (apple, fuel) with images of power/strength (muscle, rocket power).
Logo Development
Logo Development
Iterations & Refinements:
Initial sketches explored abstract flames, barbells, and food icons.
Concept narrowed down to a flexing arm combined with a rocket and apple, symbolizing strength fueled by nutrition and the drive to “launch forward.”
Typography explorations tested bold sans-serifs for impact and readability.
Key Elements:
Flexing Arm/Smoke Plume: Strength and athleticism.
Rocket with Apple-shaped window: Fuel, growth, nutrition, and forward momentum.
Typography: Strong, block-style font for authority; softer rounded edges for approachability.
Final Lockups:
Horizontal logo (icon + wordmark).
Vertical stacked version.
Icon-only (rocket-arm-apple symbol).
Horizontal Lockup
Vertical Stacked
Icon-only
Colours & Typography
Colours & Typography
Colours:
🔴 Red (#FF3333| RGB 255, 51, 51 | CMYK 0, 80, 80, 0) — Energy, action, appetite stimulation.
🔵 Blue (#66CCFF| RGB 102, 204, 255| CMYK 60, 20, 0, 0) — Trust, balance, vitality.
⚪ White (#FFFFFF) — Clean, modern, versatile.
Typography:
Headline: Bold Sans Serif (used in “Fueling Strength”) for strength and visibility.
Subhead/Body: Clean geometric sans serif for readability across print and digital.
These choices reinforce a balance of bold impact (red/blue, strong font) and friendly modernism (rounded shapes, approachable lines).
Applications & Mockups
Applications & Mockups
Conclusion
Conclusion
Final Brand System:
Primary logo (hero version).
Alternate lockups (horizontal, vertical, icon-only).
Defined palette & typography.
Application templates for digital, print, and merchandise.
Reflection:
The Fueling Strength identity successfully merges nutrition + strength + energy into one cohesive mark. The rocket-apple-arm symbol is memorable and versatile, while the bold colors and typography create instant recognition.
Takeaway:
By combining visual metaphors (fuel, strength, growth) into a unified design, Fueling Strength achieved a powerful, future-forward identity that stands out in the health and fitness industry.
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