Squat Face a fitness apparel and accessories brand, approached me to create a primary logo to work across their brand identity for male and females alike. They required a logo that would give the brand character but at the same time, they wanted people to take fitness and health seriously and become devoted Squat face apparel wearers.

 

The use of the primary colour used for Squat Face had to reflect both sexes but to kick the business off 70% of the consumer would be male due to the amount of menswear currently being manufactured.