CrossFit Hartford is a nontraditional gym that features mixed martial arts. I was tasked with designing a logo that would represent their sense of D-I-Y strength and fighting spirit. They requested to include barbell imagery along with using their original color scheme of orange and black.
Upon further research, “CrossFit” was the more general branding of the athletic program while each city’s name was the distinguishing aspect. The logo thus focuses on the three letters, “C,” “F,” and “H,” with the most valuable of the three letters integrated into the barbell. The “H” also has a skewed bar to indicate a sense of rugged, nontraditional values.