CONCEPT STUDY. RAW LOAD is a designed brand, not a real client. The work shown is a demonstration of how we'd build identity for a brutalist fitness studio.
A strength facility for people who train like they mean it. Concrete, steel, no decoration, no apologies.
RAW LOAD is the studio a brutalist architecture fan opens when they decide to get strong. No neon, no mirrors, no motivational posters. The brand reads as concrete and steel, the membership is the work itself, the only signal colour is hazard red — used sparingly, only where it matters.
The brief we wrote for this concept: build the brand identity a strength-only facility would commission if it wanted members to take the work — not the brand — seriously. Decoration is the enemy. The mark should look like it was cut from the same steel as the plates.
Constraint: zero warmth, zero softness, zero community-coded language. The brand doesn't want to be liked. It wants to be used.
"THE LOGO SHOULD LOOK LIKE IT WAS CUT, NOT DRAWN."
Wordmark in a heavy industrial sans (think Söhne Breit, or a custom cut). One mark — a black bar with a single white "L" cut through. Type system: Inter for everything, weight 900 for display, monospace for system labels. Colour: black, concrete grey, steel, one signal red. No gradients. No shadows. No second colour.
RAW LOAD is a concept study. Not a real client. Not a shipped engagement.