BRANDING & VISUAL IDENTITY

Jack Scott is a personal trainer launching his own business with a focus on making training welcoming, effective and enjoyable. His approach prioritises consistency, progress and enjoyment. Jack sees training as a tool to improve your life and should be challenging yet rewarding, while still being something people enjoy, look forward to and can make a lasting part of their everyday lives.

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.