Compass Fitness is changing the Denver fitness scene, by offering a wide array of personal- and group-training classes – all conveniently located under one roof. To promote this high-energy and multifaceted gym, they needed a brand that was equally versatile and bold.
The idea: Compass Fitness. Find your direction.
With the wide variety of classes offered, Compass Fitness allows their members to explore and find their best fit. The brand identity was designed with this adventurist attitude in mind. The sans-serif font is a subtle nod to strength and fitness, while the script font creates a sense of movement and exploration. The directional elements in the primary and secondary logos reinforce the tagline and serve as a reminder that personal fitness is a journey, not a destination.