JACK SCOTT PT
Brand Identity Design
ABOUT
Jack Scott is a newly qualified personal trainer launching his own business with a focus on creating a welcoming and supportive training environment. His philosophy is simple: get into the gym, build strength, improve fitness and enjoy the process. Jack believes training should be challenging, rewarding and something clients genuinely look forward to, no matter their experience or fitness level.
I developed a complete visual identity including logo design, colour palette, typography, and supporting brand assets.
DESIGN DECISIONS
Jack's logo is a monogram that combines the letters J and S to represent Jack's initials. The overall shape forms the letter J, while a subtle S is integrated into the design, creating a simple and memorable mark that is unique to the brand.
The logo was designed to feel modern, clean and versatile, making it suitable across everything from social media and apparel to print and signage. The typography complements the logo with a clean, contemporary style that still feels approachable and welcoming. The colour palette was developed around Jack's request to include green in the brand. Rather than pairing it with the traditional black often seen in fitness branding, I chose a deep navy blue to create a more refined and approachable look. Navy still feels professional and strong, while the green represents growth, health and progress. Each design decision was made to create a cohesive brand identity that feels professional, approachable and reflects Jack's values as a personal trainer.