Little by little I seem to be making a name for myself in the CrossFit community. Based on a referral, I was recently introduced to Steve Galvan who is the founder of 210 CrossFit in San Antonio, Texas. Steve had a common problem. He was working with a designer that was flaking out on him. Galvan was fed up because his designer would not return phone calls or emails. I was only too glad to help Steve out.
I have to admit that Steve had a pretty decent logo to start with, but I thought it could use some tweaking. The problems with the old logo included:
- Excessive detail and distressed texture that compromised readability and reproduction
- The artwork for “210” did not fit into the hexagon shape very well. The interior spacing was inconsistent in several places.
- The word “CrossFit" could be integrated into the chevron shape a little better.
- The 1 in “210” did not read very well as a numeral and the zero kind of looked like a letter “D”.
- The dark red color did not separate well from the black elements. I think this is why the designer separated the red from the black with a white rule. I recommended a brighter red for better contrast and removing the white rule.
- The artwork looked really “flat”. Even though it had an aggressive shape, it lacked movement.
- Finally, the word “CrossFit” needed to be a little more prominent.
I know that seems like a ton of stuff, but really the idea was there – it just needed refinement. Once I pointed these things out to Steve, he became excited to see what I was going to come up with. The old logo is on the left and the newly updated 210 CrossFit logo is on the right.