Black logo for Asym Surf and Strength in front of a light blue background with swoopy lines that are the same color as the background. The lines are hovering over the background.

Asym Surf & Streth

Overview

Asym is a strength and conditioning service that specializes in addressing the asymmetrical demands that surfing puts on the body. The visual identity was developed to reflect the core elements of the business: asymmetry, human anatomy, and surf culture. The project included the creation of comprehensive brand guidelines, featuring a unique color palette, typographic system, and supporting graphic elements that reflected the brand’s balance of strength, flow, and precision. We also collaborated closely to establish a strategy for implementing these assets across digital and physical touchpoints, ensuring consistency and cohesion as the brand grows.

Services

Branding
Brand Consulting

Red Background with two light blue ovals that say "power" and "growth". There is a swooping white line that connects the two ovals.A hand holding a white business card with the logo for Asym Surf & Strength.
Logomark

The logomark uses basic geometric shapes to convey its message. Clearly meant to resemble waves, it also uses circles to mirror vertebrae in the spine. It encapsulates the fluidity of the ocean and the asymmetry of human anatomy. The logotype was hand-drawn to expand on that fluidity and solidify the surfing core of the brand.

An image displaying the construction of the Asym logo. The logo consists of two curving lines and a third element of a group of circles that follow the same path of the curves other two lines. There are larger concentric circles that display how the logo was developed. The concentric circles overlay the curved lines and show the uniformity and flow of the logo's shapes.
Color palette

The color palette pulls influence from nature. The three main colors represent earth, fire, and water. The soft-white and the charcoal-black are used to round out the naturalistic feel of the palette.

White logomark for Asym Surf and Strength in front of a green background with swoopy white lines. A blue oval at the bottom has the word "balance" written in it.
Light blue rectangle with red swoopy graphic elements crossing and extending outside of the rectangle. Inside of the rectangle is a photo of a gym setting and another photo of a man wearing a white shirt with the Asym logo.

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