Keep Moving Forward

Project Overview

KMF (Keep Moving Forward) CrossFit is San Diego's friendliest state of the art CrossFit® box designed to suit all athletes from beginners through to advanced competitors. The client wanted a visual identity with a simple and clean look versatile enough to appeal to both men and women. The KMF forms a triangle shape, representing a mountain, and symbolizing the journey of overcoming obstacles while working towards a goal.

The Process

You could do this with a headline or slogan (such as VW’s “Drivers Wanted” campaign), color or layout (Target’s new colorful, simple ads are a testimony to this) or illustration (such as the Red Bull characters or Zoloft’s depressed ball and his ladybug friend).  All good advertising copy is comprised of the same basic elements.

Typography

We wanted to use a modern, athletic, and bold font that expressed the essence of the brand. Aldo the Apache was a fitting font that contained angled cuts and added character. Pairing this font with Myanmar Sagnam; a simple, clean, and geometric sans serif, we were able to create a balanced typographic identity.

KMF Athletics

In addition to a mark for their gym, the client also requested a different logo for their athletics line, KMF Athletics. This mark was created with the idea of trying to bring more visual meaning to each letter.

• The 'K' resembles a start from beginning button, symbolizing the idea of setbacks one might face on the start of their journey.
• The 'M' resembles a mountain, representing the obstacles along their path.
• The 'F' integrates an arrow in order to further convey this forward progress, tying together the concept that 'Keep Moving Forward' embodies as a brand.

Product Mockups

In order to showcase how the visual identity we created would live in the real world, we created a series of digital mockups on a variety of products. These mockups range from gym walls, t-shirts, shaker cups, hats etc.