A new brand identity for La Nave, a CrossFit box in Mallorca 🏋️
Blending power and energy with a touch of elegance, the identity reflects La Nave’s mission to provide best-in-class CrossFit training to a community of dedicated athletes – athletes comprising all ages, skill levels, and goals.
La Nave CrossFit
The wordmark was constructed with a base grid of lines set at a 60-degree angle. This uniform and geometric approach invokes dynamism, forward motion and strength.
The tone aims to underscore the essence of what CrossFit is, and what makes it so appealing to so many. Also important was the need to balance the grittiness inherent to CrossFit with the premium nature of La Nave's elite coaching and services.
The meaning of the icon is three-fold. A perfect triangle represents strength and upward growth, and features the same geometry and 60-degree angles as the wordmark. An electric ray or bolt represents the explosive power and exercises of CrossFit. And the letters L & N represent the initials of the brand name.
The color palette comprises a monochromatic trio combined with a fluorescent lime. This fluoro lime reflects the ray/bolt conceptual meaning behind the logo icon. The neutral colors of the palette are extended to the photography, where either black & white or neutral color grades are preferred. Use of abstraction in the art direction is a way to further differentiate La Nave from typical fitness brands and typical posing.
60-degree angles can also be seen in custom camo patterns for merchandise, and in motion design featuring a repeated diagonal mask. Diagonal strokes are used as a graphic device, both in layouts and in the interior design of the box itself.