Kate and Josie of The Squad requested a brand that reflected their ethos - an all inclusive approach to fitness. They passionately want to work with people at all levels of fitness and for people of all shapes and sizes to feel welcome. The letterforms in the logotype reflect the levels, shapes and sizes. We created a vibrant identity that represents their energy and passion. The brand mainly lives online and using the brand toolkit they have built a strong social presence.
From Chapter. and elsewhere