Metafit — Branding & Identity

    Branding & Identity
    2015 – 2016
    Earlier this year, Shaan Shiv Suleman created @beingmetafit, a twitter page to inspire and motivate people across the world in achieving their fitness goals through motivational writings and informative articles on fitness and nutrition. While the brand presence is dominantly on reading/writing based platforms at present, Metafit plans to expand beyond the realm of twitter and medium. Metafit will soon become a large source of information for those looking for personalized assistance and aid in pursuing their fitness goals.
    This project looks into creating a powerful brand presence for Metafit using the principles of simplicity, memorability, versatility, uniqueness, and appropriateness. The Metafit logo makes use of the Gestalt principles of grouping, such as connectedness, similarity, and proximity. The logo uses three equally-spaced identical shapes with the addition of added length. While this form can can be viewed as three separate lines equidistant from each other, the mind tends to perceive the 'whole' and interprets the data available to form the letter 'M'.
  • Sources & Acknowledgements
    Information sources:
    Peterson, D. J., & Berryhill, M. E. (n.d.). The Gestalt Principle of Similarity Benefits Visual Working Memory. Retrieved May 01, 2016, from
    Vital Tips For Effective Logo Design – Smashing Magazine. (2009). Retrieved May 02, 2016, from
    Bēhance presentation inspired by the following projects:
    Bravehut Digital Agency Branding / Wordmark. (n.d.). Retrieved May 04, 2016, from