Sòlfit, a NYC based fitness instructor who specializes in swim training and corrective fitness, needed a fresh logo. 

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We worked together to pick a name, font and design that would encapsulate their range of expertise and reach their wide audience scope.

The challenge was to reach a solution that would attract both young and old, be friendly but exude strength, and not appear too gendered.

 

We initially shied away from blocky typefaces as they tend to lean masculine, but the charm and character of "Jetlab Variable" won out in the end! We paired it with bright colors and a sun logo that adds movement to the piece.