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Purefit

A woman in a charcoal Purefit T-shirt leaning on a squat rack in a dark gym, the red monogram large on the chest and the wordmark small above it.

Project details

Client
Purefit
Scope
Brand

Purefit sells one trainer’s full attention and nothing else, so its identity added nothing either: an oblique wordmark, a circled P and one red on black.

The wordmark and the monogram reversed out of black, red, slate and a red-toned photograph of a man training.

Brief

Purefit sells one thing: a trainer’s full attention. One trainer, one client, and nobody else in the room. No class, no app, no template.

The monogram in white on Pure Red: a P set inside one ring.
A woman in a charcoal Purefit T-shirt beside a squat rack, the red monogram large on the chest and the wordmark small above it.

Colour

  • PrimaryBlack#000000
  • AccentPure Red#EA222D
  • SecondarySlate#6D6E72
  • BasePure White#FFFFFF

Type

  • Aa, set in Aller ObliquePrimaryAller Oblique
  • Aa, set in Avenir BookSecondaryAvenir Book

Approach

  • Wordmark

    Aller Oblique in a light weight, leaning forward.

  • Monogram

    One letter inside one ring: the service in a single shape, one person and all of the attention.

  • One red

    Black and slate hold the rest, so the red lands only on the ring and the dot on the i.

Two stacks of black business cards with red edges, the wordmark on one and the monogram on the other.

Result

The business cards are black with red edges, so the accent shows even in a stack. On the kit, the monogram goes large and the wordmark small: nobody else in the room, and nothing else on the shirt.

A trainer coaching one client through a goblet squat in a dark gym, both in Purefit T-shirts, the mirror behind them.
A stack of black business cards with red edges, the monogram in red on the top card.

Credits

Logo and identity
Will Derman