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Nothing says tough as nails like America, or 'Merica for some! This branding was done in conjunction with the Ft Wright Cross Fit branding, the gym is also tied to a very serious weight lifting group. This barbell branding had to stand out it's own, but I wanted it to feel like it also belonged to the gym in some way. That's where the crest design comes in, it helps to make the two brands a little recognizable to each other.