I was presented with the opportunity to create a new brand for an emerging crossfit gym called Crossfit Kanna in Ambler, Pennsylvania. Kanna in Icelandic means “to explore” and keeping that in mind I wanted to convey the journey that a new member goes through. To show this visually I used simplified rock balancing, which when seen on a hiking trail means people have been there before and you are on the right path, a sediment that translates very well to crossfit greenhorns. I also wanted to use this logo to represent the 10 pillars of crossfit; Cardio, Stamina, Strength, Flexibility, Power, Speed, Coordination, Agility, Balance, and Accuracy. You can see these are shown by the 10 horizontal bars that make up the logo.