Date of Award

4-2026

Document Type

Thesis

Degree Name

Master of Arts in Art and Design (Graphic Design emphasis)

Department

Art

First Advisor

Brandon Daniels

Second Advisor

Erica Blum

Third Advisor

Katie Watson

Abstract

This paper examines how the combination of minimalism, semiotics, and branding psychology work seamlessly together to create an inclusive brand with an emotionally resonate visual identity system-- a brand that is cohesive and bridges the sub-brands of EurekaFit and Eureka CrossFit. What initially started as a logo redesign of Eureka CrossFit has now expanded into this dual-branding visual system, that communicates approachability, a sense of belonging and fitness, without being intimated, to its audience. This study investigates visual signifiers like color, typography and imagery, through a semiotic analysis and approach. I reduced clutter and visual noise and was able to clarify, as well as strengthen the messaging through a minimalistic approach. Lastly, by using branding psychology, I was able to make researched informed decisions in these within these designs to set the emotional tone and communicates a sense of belonging, approachability and inclusion. Overall. allowing me to develop two distinct yet cohesive identities between EurekaFit and the Eureka CrossFit brand, portraying EurekaFit as accessible and wellness oriented and the Eureka CrossFit sub-brand as community-driven and dynamic while being approachable to all.

Research Highlights

The Problem: The researcher addresses the intimidation barrier associated with the CrossFit name and intense fitness imagery to create a more inclusive, approachable brand for new or returning athletes. 

The Method: The study utilizes a dual-branding visual system framework combining semiotics, minimalism, and branding psychology to develop distinct identities for EurekaFit, Eureka CrossFit, and EurekaFit Nutrition. 

Quantitative Finding: The production phase included the creation of a 9x24 foot locomotive mural and a 5x12 foot typography and logo mural within the gym facility.

Qualitative Finding: The research identifies that "ambiguity equals accessibility" by using cropped imagery of hands or equipment to allow for audience self-projection; a "Happy, Healthy, Humble" mantra unifies the sub-brands; blue and beige color palettes are used to evoke competence, trust, and warmth.

Download

Share

COinS