The Squad

A logomark and identity that reflects The Squad’s all-inclusive approach to fitness.


The Squad requested a brand that reflected their ethos – an all inclusive approach to fitness. They passionately want to work with people at all levels of fitness and for people of all shapes and sizes to feel welcome.


The diverse letterforms (all different levels, shapes and sizes) in the logotype reflect the inclusive culture of the Squad. We created a vibrant identity that reflects the teams energy and passion. The brand has been used successfully to build a strong social presence.