Logo design is easily my favourite of any brand project. It's also incredibly important. It sets the tone for everything that comes after.

Every project goes through heavy iteration.

Moodboards, layouts, type, web. But the logo stage is where the identity finds its foundation.

Energy Central was a blast.

Perfect!

Arrowhead Gym — Premium Brand Identity System

The project began with brand strategy — defining the positioning (luxury high-performance), core values (Precision, Strength, Transformation, Tactical Discipline), and target audience before a single mark was drawn. The arrowhead symbol was developed through four iterative logo directions, each refining the balance between aggressive forward motion and geometric stability, drawing conceptual reference from stealth aviation geometry, flint arrowhead texture, and brutalist architecture.

The final identity system delivered across: primary and secondary logo lockups, a four-color palette (Void Black #050505, Charcoal Gray #2E2E2E, Steel Silver #BFC3C9, Energy Orange #FF5A1F), a bold geometric sans-serif typography hierarchy, a full social media grid and story template system, gym environment and architectural branding mockups, and a premium merchandise range including apparel, accessories, and training gear.

Deliverables listed on the project:Brand Strategy Documentation · Logo System (Primary + Secondary Lockups) · Color Palette · Typography System · Social Media Templates (Posts + Stories) · Environmental Branding Mockups · Merchandise Design · Brand Guidelines Reference

Lovely