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Logo design for World Fitness Australia

I was tasked to design a logo for World Fitness Australia, an online / in-store reseller of gym and fitness equipment. The client wishes to position itself as a company who is respectful, passionate, knowledgable, trust-worthy and the go-to retailer of fitness equipment, targeting Australia. The client had an existing website and colour scheme which allows some progression in their logo and branding. To gain trust and indicate knowledge, it was important to bring some more maturity to the logo and brand as a whole.

Fitness / Gym Logo Designs

A lot of brands within the fitness industry tend to have cheaper looking logos and branding. This element was important to note, because a lot of the compeitiors do not allude to being trustworthy. Therefore, it should be considered that the WFA logo extends a slightly more premium look and feel to demonstrate trust, regardless of pricing.

The company sells a blend of all sorts of fitness equipment and supplies. To demonstrate the logo in one particularly way (i.e. a bodybuilder) may alienate the target audience. It was important to create a logo that demonstrates trust / is clean / readable. I wanted to create a logo that was strong, had bold lines, and displayed confidence to appeal to fitness industry professionals.

Simple and bold logo design

I had a very simple and clean, yet bold approach. I designed the custom type within the symbol to be reflective of the fitness industry, with angular lines, clarity and power at the forefront of my mind.

I wrapped the text in a circle, to help symbolise the ‘World’ in the company name. However, the type also has the flexibility to work in isolation. This could assist with its usage on narrow spaces, such as their online store for which was their main intended use.

World Fitness Australia – Logo Design

Logo design for World Fitness Australia, an online / in-store reseller of gym and fitness equipment. The client wishes to position itself as a company who is respectful, passionate, knowledgable, trust-worthy and the go-to retailer of fitness equipment, targeting Australia. The client had an existing website and colour scheme which allows some progression in their logo and branding. To gain trust and indicate knowledge, it was important to bring some more maturity to the logo and brand as a whole.

A lot of brands within the fitness industry tend to have cheaper looking logos and branding. This element was important to note, because a lot of the compeitiors do not allude to being trustworthy. Therefore, it should be considered that the WFA logo extends a slightly more premium look and feel to demonstrate trust, regardless of pricing.

The company sells a blend of all sorts of fitness equipment and supplies. To demonstrate the logo in one particularly way (i.e. a bodybuilder) may alienate the target audience. It was important to create a logo that demonstrates trust / is clean / readable. I wanted to create a logo that was strong, had bold lines, and displayed confidence to appeal to fitness industry professionals.

I had a very simple and clean, yet bold approach. I designed the custom type within the symbol to be reflective of the fitness industry, with angular lines, clarity and power at the forefront of my mind.

I wrapped the text in a circle, to help symbolise the ‘World’ in the company name. However, the type also has the flexibility to work in isolation. This could assist with its usage on narrow spaces, such as their online store for which was their main intended use.


Year2019ClientThe Working PartyApplicationsIllustratorLinktheworkingparty.com.au

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