Establish a brand identity for a faux gym with philosophy, "Rise & Grind" which embodies the idea of waking up with the motivation to work for what you want. The logo needs to be versatile enough to function on products so that clients can incorporate the brand within their daily life.
The logo reinforced the Rise & Grind idea with yellow, representative of the morning sun, and red, representative of bloodshed in honor of the daily grind to accomplish goals.
Gears were incorporated within the logo to reinforce the idea of work being done to reach those goals. A second logo was used when the gears are a part of a product or stationery design. Making the gears a graphic element allowed the brand to incorporate the logo in a dynamic manner.