ATP fitness was just starting as a new gym in San Ramon, CA when I was contacted. They were in need of a logo and signage for their space and business. They requested a logo that felt upscale, assertive, and energetic, while also referencing the scientific origin of their name. The client had already determined the color palette of burgundy, grey, white and black. Through exploring typefaces, text proportions, logo shape, and additional linework, I created 18 initial concepts. After a few rounds of concept refinement with the client, I was able to create a mark they really loved for their space.