The triangular icon which forms the ‘A’ in the logomark became the brand’s signature symbol. The philosophy behind the symbol is that not only is it diverse and non-gender-specific, it is shaped like a mountain which resembles challenge, reinforcing the ethos that Born Ready Fitness is about adventure and overcoming adversity. Also a symbol of good luck and balance, it represents strength; no matter how much pressure you put on any of its sides, it will not break.
The symbol forms the A in the wordmark, which is the first letter of the alphabet, and is also shaped in the foetal position of a human representing birth and new beginnings; the starting point which we all are able to evolve from. The letter A is significant to the brand’s key messages – Active, Athlete, overcoming Adversity, Adventure and, most importantly, being born Able.