AssemFit is a modern fitness brand designed for an online gym and personal coaching platform launched in partnership with a YouTube fitness influencer. The brand identity needed to reflect strength, clarity, and adaptability across digital and physical mediums.
Logo Concept:
Combines a kettlebell silhouette with a stylized letter A, forming the visual anchor of the identity
Integrates barbell extensions to reinforce weight training and gym symbolism
Typography & Color:
Bold uppercase sans-serif type for “Assem” symbolizes power and stability
Contrasted with a vibrant yellow “FIT”, signaling energy and transformation
Visual Applications:
Applied effectively in both light and dark environments
Used across digital screens, apparel, and promotional content with high versatility
Created entirely in Adobe Illustrator, focusing on clean vector scalability
Delivered multiple variations including white-on-dark, full-color, and monotone options for flexibility across merchandise, thumbnails, and social banners
A balance between minimalism and athletic dynamism was key to achieving an impactful identity
July-2019
