Strength Guard helps men over 50 take charge of their health by building strength and physical resilience, ensuring they stay active and live fully. With a deep sense of duty, whether through military ties or as patriarchs and leaders of their families—these men seek a challenge that pushes them to new levels of fitness. Already in shape, they prioritize safe, effective strength training that helps them grow stronger with age while minimizing the risk of injury.

– Discovery & Research – Primary Logo System – Custom Wordmark – Roundel Badge – Type Selection – Primary Color System

Strength Guard required a visual identity centered around a primary logo that symbolizes: strength, resilience, herd (family), respect and being grounded. After some research, it was apparent that the Bison was the best choice to embody these traits to represent the brand and resonate with the target audience. The goal was to create a logo system for the brand that will become a status symbol and be worn like a badge of honor.

The shield badge for the primary logo works on a couple levels: A containing shield represents strength while also acting as a "badge of honor" for all the clients and participants to wear and understand what it proudly represents.