Establishing a vibrant identity for Future Fit, an initiative focused on promoting fitness and health in young people, encouraging them to be part of a team.

Future Fit black logo

Future Fit are focused on promoting fitness and health in young people, encouraging them to be part of a team. Their activities are based around children who want to exercise but are not as interested in traditional team games.

Future Fit wanted the logo to be modern and evoke feelings of sports and action. The leaning ‘F’s’ represent running legs, while the stripes are a common association with sporting activities.

future fit pink on purple logo close up
Future fit strapline 'take part – be a team' set in a modern typefacein bright pink on a purple background

The logo and visual identity reflect Future Fit’s optimism through their vibrance and strength of graphic devices. The logo icon can be abstracted in many ways, in any colour, and still appear recognisable as being part of the brand.

This optimism continues with the tagline ‘take part – be a team’. The simple phrase establishes Future Fit’s mission and encourages young people to get involved.

Animation of future fit logo colour combinations

It was absolutely essential for Future Fit to easily integrate into all schools and youth groups. To achieve this Future Fit does not have a strict colour palette, the colours of the logo and identity can be changed to suit any scenario.

To allow for occasions where Future Fit can choose their own colour scheme I introduced the above examples as part of the brand guidelines, these colours were selected for energy and variety.

Future Fit stationery range
Animation showing various bright colour combinations of the future fit logo on t-shirts

The guidelines covered multiple applications, from standard stationery items to t-shirts, flags and large format banners.