TOTAL is a conceptual fitness brand built around the idea of continual ascent — physically, mentally, and visually. The identity system expresses motion and discipline through bold geometry and precise structure.

The logotype balances strength with restraint: solid verticals ground the wordmark, while deliberate breaks in the crossbars introduce rhythm, direction, and breath. These interruptions create a sense of upward energy — a visual metaphor for progress and the brand’s ethos, Only Upwards.

This idea extends into the directional graphics. Bold orange arrows rise with intent, pushing against the softer downward forms behind them. The tension between the two becomes a symbol of real progress — upward momentum meeting resistance and moving through it.

The result is a clean, modern identity that feels both powerful and elevated, designed to inspire focus, movement, and momentum.

Upwards only.