Burton upon Trent has been known as the UK home of brewing since the 1700's. The local football team, Burton Albion, is known as the Brewers and the towns shopping centre is named 'Coopers Square'. I thought it was only fitting to incorporate Burton's history within the logo, automatically creating a sense of familiarity with the local audience. I incorporated beer barrels to represent the three key components of CrossFit: Strength training, Cardiovascular conditioning and Functional movements. With the top barrel being a kettlebell, a key piece of equipment in CrossFit. I also used a Triangle as a nod to the iconic Bass Brewery logo, a brand that was founded in Burton upon Trent in 1777. The colour scheme is also a nod to the similar black and yellow of Burton Albion but different enough to stand alone.

 Logo Suite

When the owners of CrossFit Burton asked me to create the logo suite for their soon to be opened CrossFit box, I jumped at the chance. As somebody who has lived in Burton upon Trent all my life and loves a good workout, I was excited to get to work on this. Offering a friendly welcoming atmosphere for people of all abilities and walks of life, CrossFit has always been about community so collaborating with a local business just seemed to make sense.

CROSSFIT BURTON