Logo Design · Brand Identity · Icon Development · Visual Guidelines

The Brief

We were approached by an exciting new start-up preparing to launch a fresh concept in the fitness and strength space. Their mission was simple but powerful: to build a brand that embodied authentic strength, confidence, and credibility - a brand that was truly Legit.

The client wanted a versatile visual identity, including a primary logo and a standalone symbol that could act as a short-form logo across digital and physical applications. This symbol needed to be more than just a graphic - it needed to carry the core message of strength, trust, and bold identity.

Our Approach

We kicked off the project with a deep dive into the brand’s purpose, target audience, and competitive landscape. This was followed by collaborative discovery sessions where we explored the personality and tone the brand should convey - words like fearless, powerful, and authentic kept rising to the surface.

Our branding process always begins with research and concept development, and for Legit, we wanted to ensure every element, from the typography to the colour palette, was built with intention and aligned with the brand’s vision. We sketched dozens of concepts, refining and iterating to land on a unique, flexible identity system.

What We Created

At the heart of the identity, we created a bold and compact symbol - a stylised fist that not only conveys power and strength but also cleverly integrates a check mark within the fingers. This tick subtly reinforces the brand name Legit, symbolising authenticity and approval. It’s a mark that is both memorable and meaningful.

The logotype features a fearless sans serif font that feels modern and strong. We introduced curved elements to complement the organic shape of the fist, creating a sense of cohesion across the brand system.

For the colour palette, we kept the primary branding monochrome to maintain a sleek, timeless feel. To bring energy and standout contrast, we introduced a vibrant secondary colour: bright orange. This colour added a sense of dynamism and urgency - the “punch” the brand needed to capture attention.

The Result

The final identity is bold, adaptable, and unmistakably Legit. The combination of a clean yet powerful logotype, a smart and symbolic short logo, and a punchy colour palette makes this brand ready to stand out in the competitive fitness space.

The symbol works beautifully across merchandise, social media, signage, and app icons - making the identity not only visually effective but highly functional.

The client walked away with a complete branding toolkit, including:

• Primary & secondary logos

• Symbol icon

• Custom typography recommendations

• Full colour system

• Brand usage guidelines

This foundational work has set the tone for their future brand communications and will help them grow with consistency and confidence.

Testimonial

"Working with the team on the Legit branding was an amazing experience. They took the time to truly understand the vision behind the brand and turned that into something bold, original, and full of meaning. The fist and tick logo combo blew us away - it perfectly captures our message of strength and legitimacy. We couldn’t be happier with the result."

Legit Founder