Flexibility For Fighters | Brand Design

Luke Thomas / Founder

Flexibility For Fighters is the world’s first flexibility app designed specifically for martial artists and fighters. The brand empowers fighters and hobbyists to reach new heights in performance and technique through targeted, effective flexibility training that builds strength, agility, and resilience. Luke approached me seeking an identity that would better reflect the premium services that Flexibility For Fighters provides, encapsulating the brand's dedication to quality and excellence.

Problem:

The original logo, designed as a raster-based image, presented several limitations due to its fixed resolution, which resulted in pixelation and loss of quality when scaled, making it difficult to use across different sizes and formats. Additionally, the design lacked versatility and struggled to convey the brand’s core values. The key challenge, therefore, was to create a new logo that embodies the brand's mission of enhancing fighters' capabilities through flexibility. It needed to convey strength, precision, and adaptability. The logo had to be versatile enough to function as a standalone symbol and integrate smoothly with typography, ensuring seamless representation across both digital and physical touchpoints.

The final logo design for Flexibility For Fighters intertwines three stylised 'F' characters, each representing a word in the brand’s name. This cohesive design captures the essence of the brand's purpose in a single, impactful emblem. The use of red and black reinforces the brand's powerful identity, with red symbolising energy, passion, and action—qualities intrinsic to combat sports and martial arts. The hexagonal shape formed by the interlocking 'F's embodies principles of strength and efficiency, ensuring the logo’s presence is assertive and recognisable across a range of applications, from mobile app icons and websites to merchandise.