We were tasked in creating a visual identity that matched the quality of the products UNTAMED were producing. The brief was to keep it simple and stylish. We used a distinctive font that would be effective when used on its own and with its unique icon. The icon itself was crafted from the U + T of UNTAMED, using the curved edges and straight lines to create a bespoke shape. The icon was designed to represent the world of fitness, using the top part of the T to look like two arms pushing weights upwards, creating a strong visual icon that is effective when used on its own, just like its font.
Once the client had signed off on the visual identity, we defined its tone of voice which would be considerate, simple, bold and consistent. With a strong logo looking great on the equipment we then got to work on the UNTAMED collateral.
