Tense Fitness - Logo & Visual Identity Design

Tense Fitness is a modern and dynamic gym company dedicated to providing an intense and transformative fitness experience. The company is based around the belief that true transformation happens when you challenge yourself and so Tense Fitness caters towards people with a shared passion for pushing the limits.

The logo I produced is a combination of the letter T and a dumbbell. I used a bold, italic font for the letter, taking the horizontal line from the T-shape and adapting it to form the remainder of the dumbbell icon. The fact that the design uses a positive slant, reflects the dynamic nature of the brand.