Future Fit identity

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

Future Fit black logo

Future Fit are an organisation that promote fitness and health among young people. They reach out to children who want to exercise but are not interested in traditional team games.

They wanted a modern logo which evoked a sense of sport and action. The leaning ‘F’s’ represent running legs, while stripes are commonly associated 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 and still appear recognisable as being part of the brand.

This positivity 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 essential for the Future Fit branding to easily integrate into all schools and youth groups. To achieve this the brand guidelines did not specify a colour palette, so the colours of the logo and identity could be changed to suit any scenario. The guidelines also covered multiple applications, from standard stationery items to t-shirts, flags and large format banners.

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

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