ZCross is a cross training box located in the city of Goioerê/PR – Brazil, aiming to improve people’s quality of life through physical activity. The ZCross methodology consists of challenging, intense and dynamic workouts, where the student will work the entire body in a single class.

The concept of this project reflects the idea of those who are looking for different challenges every day, tired of the training routine of a conventional gym. Having as an incentive to challenge and overcome each other in each training session, in addition to working on the socialization of students, one helping the other, respecting the limits of each one.

The idea was to develop a system of dynamic, authentic visual elements with a strong symbolic charge, making them flexible and expandable. Among these elements is the logo itself, which became the basis for all visual expansion.

The letter ‘Z’ demonstrates the drive for action, that is, the upper part that appears to be an arrow represents an important technique for performing the exercises: the flexion and extension of the limbs (legs, knees, arms, elbows) that help to condition the necessary strength and balance. The lower rectangle, on the other hand, refers to the obstacle that must be gradually overcome, each day a different step/challenge.

The letter “O” means the focus and objectivity present in the determination and courage of each student who dares to challenge themselves and exceed their limits.

Just like the Zcross methodology, our challenge was to revitalize, through visual identity, the need to represent a determined, dynamic and persistent brand, increasing its credibility and strengthening the identification and trust with its public.