The owners wanted to elevate their brand to become more contemporary and relevant. Their original logo was a “dog tag” to convey the idea of a military bootcamp. While this was clever and made sense, I felt that it would be beneficial for the business to put the emphasis on the “35 minute” aspect of the class instead. By doing this, the gym could draw in more of the general population of people who may be intimidated by gyms or bootcamp style classes. The new logo illustrates a simplified clock that shows 35 minutes out of an hour.