About the project

Lè Du Jour is an NYC fitness brand that focusses on personal training sessions and active wear. They required a fresh identity that appeals to their strong female clientele without being girly.

The end result is a sleek logomark that mimics a trainer and student performing sit-ups, whilst also acting as a stylised LD monogram for more simple applications.

A bold typeface symbolises strength, whilst it's geometric construction gives it a somewhat feminine vibe. After trying a number of colour options, a vibrant green was picked to cut through the dark tones and visually represent the energy of the brand.

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