Pivot Fitness| Logo Design
Backdrop
Pivot Fitness is a functional fitness gym based in Hoover, Alabama, offering high-intensity interval training (HIIT) and personalized nutrition coaching, all led by certified trainers. As the gym expanded its reach and community, Pivot needed a bold, energetic brand identity that captured its focus on strength, movement, and continuous progress.
Role
I created a full visual identity system for Pivot, starting with a primary logo designed for strength and flexibility. The “V” in the wordmark was crafted as a subtle nod to the five principal owners, adding a personal layer to the design. The system included alternate logos, a custom “coaches” mark, and a set of logo usage guidelines to ensure consistency across all platforms. I extended the brand to a wide range of applications including hats, shirts, bags, water bottles, and gym environments to bring the identity to life at every touchpoint. The overall design aimed to feel tough, modern, and rooted in the energy of the workouts themselves.
Results
The new identity quickly became a strong symbol of the Pivot community. The logo system worked seamlessly across apparel, gear, and in-gym signage, creating a cohesive and motivating environment for members and coaches alike. The “coaches” logo reinforced a sense of team culture, while the branded gear helped build recognition around Hoover. Pivot’s brand now feels unified, professional, and built for long-term growth.
