This is not your average personal fitness trainer. Fueled by a passion for both weightlifting and rescuing dogs, Deadlifts N Dogs aims to create safe spaces within the fitness industry by deconstructing stigmas around mental health and building a positive relationship with food and fitness.
The logo design conveys strength and resilience through bold typography, sharp geometry, and a gritty weathered texture. At the same time, there is a tongue-in-cheek sense of fun, thanks to the pop of bright yellow and a cross-bone of half-bone, half-barbell in the background.