Brand identities for gyms are crucially important. When considering the needs of a gym inspired by MMA fighting, a clear message needed to be communicated through its identity. The client requested a simple and clean logo that communicated strength, trust and vitality. The name Fight Academy was chosen because ‘academy’ means a place of study or training in a special field. Through thumbnailing logos, I was able to encompass these traits in the final logo through the use of a black belt with a custom made bold sans serif.