Fuerza
Where there is struggle, there is strength.
Through our conversations with JC and Gus, we felt that we were able to get a good idea of what the Fuerza Gym stands for and did our best to interpret that visually through our artwork. We composed a surreal moment in time using imagery of a hand capturing a lightning bolt, a golden eagle and a qeutzal as the main design elements.
The color-palette and sharp line-work are intended to inspire a fierce energy.
The hand with the lightning bolt is directly inspired by the Fuerza Gym logo. The symbol of a hand capturing a lightning bolt illustrates both strength and speed that is godly. Most of all, it shows great focus. In order to capture that metaphoric lightning bolt in our daily lives, we need to not only have the strength to do so but the presence of mind as well. This serves as a reminder that going to the gym is strength training in both the physical and mental.
The golden eagle and the quetzal are symbols to pay homage to the Mexican and Guatemalan heritages of the founders. Two first-generation immigrants from different backgrounds creating a community together is a story that should be celebrated. Often times we hear of the people that joined a gym simply to get in-shape but end up becoming part of a close-knit community. We hope to inspire your gym members to find strength in their own heritage as they become part of the Fuerza family.
