I used to be a lumberjack, but I didn’t cut it. So they gave me the axe.
All jokes aside, I do find the name for this personal trainer to be rather clever.
I wanted the logo’s visual impact to pack a punch, but also evoke a powerful, positive, can-do attitude.
Since Lumberjacked Fitness offers services for anyone looking to get fit, the logo aims to be gender-neutral. This was tricky to convey, since the stereotypical lumberjack is generally a big, burly, bearded man. I chose to emphasize only the arm and its muscles, in all their all their axe-wielding glory.
Setting yourself a tough workout goal is like cutting down big a tree. First you have to decide to do it. That's the easy part. Then it takes a whole lot of time, hard work, and determination. And heavy breathing. But with persistence and the right mindset, you can do it. And at the end, you get to yell "Timber"!
(I'm no longer welcome at my local gym.)