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VSJ Fitness
Date
May 2025
Location
Grand Rapids, MI
Deliverables
Custom Logo & Brand Identity with Branding Guide, Boilerplate Language & Marketing Strategy Guide, Social Media Assets, Business Cards, Flyers, Rack Cards, Banners, Custom Invoice, Email Signature, Custom Canva Templates
Client Needs
VSJ Fitness's founder needed a re-brand to modernize her logo and solidify her brand identity while honoring the history she'd already built. Her previous logo centered on her initials, "VSJ," and the goal was to preserve that recognizable foundation rather than start from scratch. The challenge was updating the look while telling a broader story about her work — one built to inspire longevity in the brand.
Our Vision
The vision was to keep the "VSJ" initials front and center, using a gradient of purples — light for the V, medium for the S, dark for the J — to invoke a sense of movement. The letterforms were shaped to double as a heart, symbolizing health and wellness, while also suggesting flexing arms to represent fitness and strength training.
The result is a bold, vibrant, and versatile logo that honors VSJ Fitness's existing brand equity while giving it a modern, energetic new look. It's become one of the studio's favorite projects — a re-brand that tells the story of strength and heart in a single mark.
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