Kraft GYM
Client
Kraft GYM
Location
CST, Belgrade
Year
2024
Info
KRAFT Gym is a high-performance training center focused on strength, functional movement, and athletic development. I was responsible for creating the complete visual identity that reflects the gym’s intensity and modern, performance-driven character.
Challenge & Insights.
KRAFT Gym needed a modern, powerful, and highly recognizable visual identity that reflects their focus on strength training, functional movement, and high-performance fitness. The challenge was to create a symbol that is simple enough for versatile application across equipment, wall graphics, apparel, and digital content — yet distinct enough to stand out in a competitive local fitness market. Research highlighted two strong visual anchors: the geometric shape found at the end of a loaded barbell and the letter K — a combination that naturally communicates strength, structure, and identity.
Solution & Impact.
I developed a bold, geometric logo inspired by the end of a loaded barbell fused with a stylized K, forming a distinctive emblem that conveys power, precision, and motion. The visual identity is supported by strong typography and a clean monochrome palette, emphasizing professionalism and high-performance energy. The final identity positions KRAFT Gym as a serious, modern fitness brand, strengthening their visual recognition and providing a scalable system adaptable across equipment, interior graphics, merchandise, and digital platforms.
