Crossfit Reva & EFHURT Branding and Logos

My good friend and coach, Matt Reynolds, owner and operator of  Crossfit Reva asked me to help them re-brand their gym. Over the last year, there have been some big changes and growth to his business and he felt it was time to rebrand Reva to reflect this new direction. For this logo, Matt wanted to focus on the letter "R", he liked the idea of a varsity feel, which encourages teamwork and camaraderie. He was also drawn to the look of the Vuarnet brand - a sports clothing line we all remember from the '90s. Here were some of the early concepts:

Crossfit Reva Logo - Early Explorations

Eventually, after many iterations, we decided on this:

Crossfit Reva - Final Logo

Matt was also developing and rolling out a new strength and conditioning program that was being trademarked as "EFHURT", which is an acronym for the 6 daily themes of this training program: Effort, Force, High Performance, Utilization, Revive and Tension. This training program is challenging and will push any athlete to there breaking point. Matt wanted to encapsulate the feeling of raw grit and hard work in the logo.

Here are some of the early samples:

EFHURT - Early Sketches

EFHURT - Early Designs

After a few iterations, we eventually decided on this:

Final EFHURT Logo Design

The two brands are distinct from one another, but they also exist together within Matt's business model. They are tied together through colour and look great when side by side. Here is a look at the styleguide:

Crossfit REVA - EFHURT - Styleguide

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