The gym formerly specialised in CrossFit training – an intense fitness regime developed by Greg Glassman that aims to optimise fitness levels. It has since moved into offering a number of other classes, and was renamed Connect from CrossFit Connect.
Harrison was appointed to work on the new branding in November last year, as creative director Chris Harrison had been using the gym’s facilities and was brought in by the Connect owner initially to create a logo for the new Olympic lifting classes.
It was then decided that this would develop into a full rebrand, and Harrison created a new main brand logo, as well as four sub-brand logos to be used for each of the classes on offer, such as bar bell, mobility and gymnastics.
The new logo retains the previous branding’s idea of conjoining the two ‘n’ letters in the middle of ‘Connect’.
Harrison says, ‘They were keen to keep that as a feature of the logotype. With the new branding, that part can be pulled out and used on different elements of the visual branding.
‘You can take is as a symbol or incorporate it into other images’.