Crossfit has such a unique cult following. Their members are fully immersed into the culture created by each gym, so we paid tribute to the illuminati and other cult propaganda in the branding of Crossfit Tempest.
The entire brand needed to have grit and grain. Nothing could be smooth or polished. Each element needed to match the enrgy of the high-intensity training provided at CF Tempest. Having designed many vintage rock posters in the past, we knew just how to accomplish this. Fonts would not work, so we decided to illustrate by hand. Any fonts or elements would need to be roughed up and stylized to match. Overall the brand takes on a masculine vibe, but we prefer to phrase it as "bad ass".
The logo was created by drawing a logotype by hand and importing the sketch into its digital form. Brand elements were added that allude to conspiracy theories of military missle silos and secret govenrment communications that are whisperd about the surrounding areas of South Dakota. The all seeing eye represents government spying but also represents the trainer standing at the front of the room during each workout. Each participant fears letting the all-seeing eye down in a workout.