The previous logo relied on the heavy, exaggerated graphic elements. In the new logo, the cross and scripture references are not subtle, especially with the colon embedded in chapter-and-verse. However, the cross icon is better integrated into the name and seeks harmony with the overall concept, instead of upstaging it. The font alludes to consistency (even thickness) and strength (heavy weight), two important tenants of the fitness world. Similarly, the knockouts within the typography recall the bars and equipment within the gym.

The complementary graphic elements serve as functional tools to enhance the identity of the brand in various spaces, such as vehicle decals, and from a distance