Logo Design

I used a rounded rectangle to frame most of the logo, to hint at a neon sign, which speaks to their 24-hour feature. I also felt that it was important to include "24-hours" into the logo itself, as that is one of their main differentiators. "Express" is displayed in a splash of yellow and casually as script, visually conveying the excitement and comfortable convenience the word signifies. The visual impact of the word also outweighs "24 HR GYM," so that the logo reads in the correct order, "Fitness Express." The custom flying dumb bell icon centrally anchors the logo, adds interest, and adequately summarizes the business concept in the given context.