EFit Brand is a fitness brand by Black Phoenix. In a 2 part brand request, I developed an iconographic focused symbol set. While the first image is that of a phoenix, it sits as representing a rebirth through training. The phoenix has a flame at its base representing the hard work needed to push forward. The slogan is “forged in fire”. Black Phoenix is the personal brand, but Efit is the company and apparel brand. Efit shows the Phoenix flame as a revised stand alone symbol. This symbol strategy simultaneously competes with other various apparel and fitness brands.