This logo design is specifically for an innovative and competitive fitness company working on the beginning process of building their brand. The industry is very saturated with mediocre design, because let's face it, those interested in health and fitness are not as much worried about graphic design and branding. Although in all industries, especially trying to break into a saturated market, positioning oneself in a different light can break the mold and positively set the brand apart from the rest of it's competition.