Financially Fit was an established brand that needed a branding revamp. The goal was to encapsulate the ideas of fitness and movement while maintaining the financial focus and conveying the stability a financial brand must have to gain traction.
The typographic logo is extended beyond a normal italicization to suggest an extra bit of momentum. The font is visually interesting but still professional. The open Y invites the viewer to take another visual pass from the beginning of the logo thereby reinforcing the brand through mental repitition.