If it’s January, it’s time for New Year’s resolutions. For many of us, a time to reflect on the excesses of the holiday season and decide to take action. There’s no shortage of choices or information. Your mailbox is full of brochures and flyers from all manner of fitness facilities exploiting your desire to get fit.

I have had memberships at many gyms and health clubs. Fitness has been a priority for me since high school. I still work out.

I welcomed the opportunity to create a logo for Integrity Fitness because this was a business I knew. It’s always easier to produce an appropriate solution when you’re a member of the target market. I have met many people in my fitness pursuits – including my wife.

Perhaps this familiarity with the subject is what brought the basic concept of this logo to mind so quickly. I immediately saw the solution as a human figure based on a stylized letter “i”. It still required a lot of experimentation. Adding quotation marks as well-muscled arms was the breakthrough. I love to use typographical elements in unusual ways. Three simple characters created…a character. It stands like a marine at attention, saluting. A symbol of integrity. The white space created by the typographical elements takes the form of a muscle shirt with arms bulging forth. It is one of the strongest logos in my portfolio.