Proud to the Core

Port_Core Fitness_01-CollageDesignsmith developed a new logo and brand for Core Fitness|Personal Trainers and Core Fitness MD. The design features a Peacock as inspiration for the brand identity and a strong logo symbol.

The Peacock represents the ability to see and understand with the “Eye of the Heart.” It possesses a regal integrity, confidence, stature, quality and a sense of accomplishment in all things around it. These are the qualities that make up the Core Fitness brand.

The logo symbol is a multi-faceted array of shapes that represent many ideas. At quick glance the symbol has a “C” shape, the initial for “Core.” The two arcs on the right also create a circle in the viewer’s mind. This circle has many associations, for example it looks like a barbell weight or the core of a belly.