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Oh look my gym contacted me... Wait what?
Huddle Fitness Lab is a cross-training box located in Ferriera (TO). After 11 years of activity, they needed a refresh of their logo and brand identity. The main issue they were facing was inconsistency across their graphic elements, including social media posts, website, logo, and merchandise. We began by creating a moodboard to capture the message they wanted to convey. One direction was energetic and minimalist, while the other used warmer colors and sketch-style elements. They chose the minimalist direction.
More photos on Dribbble.
You can find more photos and evrything you need to know about safespace and the logo's construction on Dribbble, and since you're there why not drop a like and share it :)
This looks cool! Oh wait... It resembles a swastika. F**K!
After choosing the design direction, I began iterating on their old logo and I created by misteakes so many swastikas that if a police officer decides to check out my notepad I'll need to explain that I'm not a far right nationalist, but just a guy trying to draw two crossed mortise axes. Huddle’s logo features two crossed mortise axes and the brand name. The first change I made was to remove the 'Fitness Lab' portion, as it felt redundant, this allowed the name 'Huddle' to take center stage.
Next, I refined the mortise axes, slightly adjusting their shape and tilt to modernize them while preserving their recognizability. I then encapsulated the logo in a box with one corner cut off, for three main reasons:
- Their original logo was enclosed in a circle, and I wanted to keep a sense of containment.
- They are a cross-training 'box', so the square shape makes conceptual sense.
- Their motto, 'Tajà cul piulet' (rough around the edges), inspired the visual metaphor of the cut-off corner — a subtle nod to their identity.
Lastly, I customized a font for the wordmark to create a distinctive typographic identity tailored to the business.
I might not be the best athlete, but when it comes to design I'm mediocre at best.
In a world of gyms with all the same aesthetic Huddle was in search of something a bit more original that could convy the idea of "we're rough around the edges by choice" all whilst keeping the original two crossed mortise axes. Personally I’m beyond excited to see where this new chapter of this gym has to offer to them and I hope that my work is able to convey the intended message in the best way possible.