We’re thrilled to share this modern, updated version of our logo…and even more thrilled to get back to our roots and welcome back the hammerhead shark we purposefully selected before we even opened our doors in 2011.
You can read more about our original logo and intention HERE – essentially, we wanted something that represented strength, power, and determination (the shark)…and we wanted to combine that with our goal of protecting, coaching, and leading others through this journey (a shield).
The hammerhead shark is a staple for us, but the shield concept has morphed over time. It started with the design pattern in 2011, then a visual artist brought it out of the figurative state in 2014 while also trying to have the shield form an H. We removed the accent orange during a 2015 refresh and LOVED that version for years….until….
…weeellll….until everyone including Larry, his brother Darryl, and his other brother Darryl thought the end of the shark’s tail (top center of the logo) was actually a deer antler. We *are* in the south, so it’s understandable, but once you see it…
We attempted a re-design a few times between 2015-2020, but never landed on anything worthy enough to launch publicly. During that time, we also created FITR Nation and branched into online coaching and programming. We’ll hold that story for another day.
Many people think of 2020 as the pandemic year, but for us, it was the year of the tornado…so we chose to let the old logo get swept away in “the big swirl” and began using a simple stamp style logo of our name as we rebuilt and took time to get our bearings again.
Which brings us to today. We’re stronger than ever and love that we can re-introduce our hammerhead shark to show strength, determination, strong will, and a fighting spirit! And of course, we love the hard H as a continued shield concept + the circle as a small hat tip to the tornado…where the silver lining is a reminder that we can all do hard things, it’s never too late to start fresh and build the life you want, and we have always been and will forever remain the #bestcommunityonthefreakingplanet!💚