The Logo Concept
In order to resonate with the target customer, and to stand with competitor brands such as Gymshark, Nobull, and Nike, the logo had to be simple, yet convey the impactful message of its name — Dscmfrt. The direction we decided to head in included a thorn, hidden in the negative space of the first letter of the name.
'd' for dscmfrt
First letter of the brand name creates a monogram lettermark.
Thorn
Represents pain and discomfort and fits well into the negative space of the lowercase d.
Abstraction of Flexed Bicep
The geometric mark also takes on the the form of a person flexing their bicep muscle.
Brand Package
The final deliverables included the logo in various different lockups, as well as colors and accompanying typography. The brand assets would be used primarily online, both on the brand's website and social media.
“Toby did an excellent job rebranding our company! He went above and beyond what was asked for and I couldn't be happier with how it turned out. He offered his creative expertise when it was needed, and did a fantastic job bringing my ideas to life!”
Caleb Williams
Dscmfrt LLC – Owner
