KM Fitness
Logo Design
Brief
KM Fitness is a gym situated in Baldoyle, North Dublin; "KM" stands for the owners, Keith and Mairead.
In late 2025, I was commissioned to redesign the gym’s logo to make it more modern and approachable. The previous brand identity had become outdated and lacked accessibility, particularly across digital platforms and social media.
The new logo needed to be simple, bold, and representative of unisex training—conveying strength without being intimidating.
Getting Started
I sat down with the clients to find out what was needed by asking a series of questions:
What is your gym's origin story?
What is your gym's core mission and vision?
What are the 3-5 words you would use to describe your gym?
Who is your target Audience? (Demographics, goals, pain points)
What is your unique selling proposition (USP) compared to other gyms?
Key Brand Pillars:
Health
Community
Strength
Dedication
Inclusive Training
Logo Variations
Once I had a clear picture of where the client wanted to go, I began researching other gyms, both local and international. It was clear from my research that there was a certain visual trend: flexed muscles, aggressive animals, and bodybuilding figures. None of which matched the client's tone of voice.
It was clear from early in the project that a letter form logo would be the best option due to the gyms name and personal nature. I bet began to ideate, creating as many prototypes as possible. After creating over 30 versions I narrowed to down to 3 and sent them to the client for feedback.
Concept 1
The first concept was designed to be clean and simple, using a range of green colours to represent health and dark tones of charcoal grey for a sleek professional look.
Feedback: The client liked the logo but felt it was not bold enough and the colours did not represent the inclusive training that the gym offers.
Concept 2
The second concept represents a barbell plate, including the business name, establishment year and pillars health, community, dedication. The colours where chosen to represent the inclusive training and to bring energy to the brand and its space.
Feedback: again, the client like the logo but felt it was too busy, even without the pillars. They loved the colour palette and where happy to carry them forward.
Concept 3
The 3rd and final concept was designed to be clean and simple focusing more on bold typography. The colours where carried over from the previous concept. This time a gradient was created to allow a gradual transitions between both colours, representing the mix of inclusive training programs.
