Create FitBug’s Iconic Brand Identity

FitBug Private Limited is a fitness technology startup bringing together personalised coaching, fitness tracking and data to help people build lasting fitness habits.

At the heart of our brand is the “FitBug”—a fitness companion that represents the fitness bug within each of us. It should feel encouraging, approachable and full of life: a companion that grows with you, celebrates progress and helps you stay consistent. We want to explore how this character can connect with our logo and brand without making the business feel childish.

We are building a serious, long-term business and need a distinctive identity that can grow across our app, website, company documents and future products.

We want a designer who considers proportion, geometry, balance, typography and brand meaning. We are interested in the golden ratio and Fibonacci principles where they genuinely improve the design—not a grid added afterwards to justify it.

The logo should feel modern, trustworthy, energetic and recognisable. It must work at small sizes, as an app icon, and in black and white. Avoid generic dumbbells, stock fitness symbols and copied concepts.

No AI-generated designs, stock logos or templates. We want original, human-designed work supported by sketches and a clear development process.

Deliverables:

Primary logo, icon and suitable variations

A visual direction for the FitBug companion and its relationship to the logo

Colour palette and typography recommendations

Short brand guidelines

Editable vector source files and web/print exports

Full commercial ownership of the final approved design

Please share relevant original work, your process, estimated timeline and what your quote includes.