BMA Fitness is a new personal training business geared towards clients who are interested in weight loss, muscle building and increasing their fitness levels. BMA Fitness works with their clients to create individualized plans for achieving their client’s fitness goals and to provide supplemental and nutritional information. When BMA Fitness approached GM Graphics about starting their brand development and identity it was imperative the brand identity reflect strength, achievement and who they are individually. 

The initial idea was to use a triangle as triangles show momentum, direction, innovation and stability. As this specific double  triangle is inverted, it is still capable of showing the direction, strength and precision which reflects how BMA operates. The iconography for this logo is a dumbbell to show strength, weight training and is an easy visual concept for individuals to understand what this business is about.

The colours behind this logo were specifically chosen based off of the symbolism and means they invoke to the eye. Darker shades of blue, like navy often show a reliability trait, as well as convey a strong business. Yellow offers the idea of energy and is one of the brightest of the warm colours which easily catches the viewer.