Say what you mean, do what you love and fucking send it
Science gets playful in people-centred design for next-level fitness coaching
Brute, formerly known as Brute Strength Training, is a coaching organization specializing in personalized training programs for athletes at all levels. It is known for blending creativity with scientific methodologies to help clients and pro athletes – including Dallin Pepper, James Sprague and Fee Saghafi – achieve greatness. We worked with the organisation to devise an expressive, contemporary and playful visual identity in contrast to a new, shortened name: Brute.
Industry Fitness + leisure
The logotype features individual circles representing iterative stages of progression, merged to symbolise growth and connection, which is dynamically expressed through animation. Emphasising ‘U’ as central to all progression.
The mark reflects the letter ‘B’ for Brute, symbolising the fusion of science and creativity. Graphic shapes suggest movement, growth, and positivity, while the vibrant colour palette conveys energy, excitement, and optimism.
It embodies human-centric science and creativity, with individual dots uniting like a molecule.
