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A high impact sports brand

New start up fitness testing company, Fundamental Athletic Assessments, wanted their branding and website to reflect the high-tech approach to their service.

Fundamental Athletic Assessments uses high-tech equipment and scientific research to give athletes and sports coaches reliable and accurate fitness testing results.

Sports branding often creates immediate impact through simplistic logos, bold colour palettes and punchy san serif fonts. It’s this look and feel that make sports brands so easily recognisable to such large audiences.

The creative concepts me&you created had to have the same high impact and feel, but also pay homage FAA’s USP – its use of high-tech equipment and scientific research.

Brand concepts

We put forward four concepts to the client, all of which represent strength and power through the colour palette, bold typography and logo marks that are reminiscent of movement and speed. We wanted to show a range of ideas – some have a more corporate feel representative of the statistics side of the company, while others are focused on the representation of sport through movement and shapes.

Developing the brand

We designed two sets of icons for use across the website and on printed material. The icons further illustrate the different services and packages that the client offers.

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