Our goal for Freeform was to create a brand that would successfully convey the company’s identity and values. With its wide range of top-notch fitness machines, Freeform encourages its clients to push their boundaries and achieve their goals with a spirit of calm and insight. A2 Design Lab developed branding and imagery with this vision in mind.

The logo design is conceptualized as a gray spherical backdrop featuring a solid white letter F. The middle stroke of the letter F is highlighted in a serene blue color, and is shaped as a graceful, upward-curving stroke. This reflects the goal of using exercise to reach upwards and achieve a higher quality of life, which is emphasized by using the caption “Exceed your limits.” This imagery is also applied to the rest of the brand in a yellow and blue gradient color scheme, which communicates the duality of the lively and calming energy that Freeform sparks in its users. With this spirit, Freeform inspires its users to reinvent their way of life through fitness.