The client needed a Logo for his Fitness Apparel Brand.
The goal was to appeal to men in their 20s and 30s who push the limits of their fitness on a regular basis.
The name is inspired by the french word "Fort" which means strength and "Fortitude", Courage in Pain and Adversity.
During our early email exchanges, the client mentionned that he liked the idea of a fist. That's why I made two iterations for the fist concept as I knew it was dear to him.
Refinement & Logo Grid
BONUS - BADGES