Craig wanted a design that would reflect the bespoke level of service he offers. His primary clients are young professionals who appreciate luxury brands. He wanted a logo that is clean, simple and suitable to for use on sports apparel and merchandise.
The logo is the company name in the shape of a dumbbell, the “E’s” are the weights and the “LIT” create the handle bar. We decided to keep it subtle so that it is rewarding when people “work it out”.