A Missed Opportunity
What graphic designer could have possibly missed the opportunity to capitalize on this creative lettering option? Just put the dumbbell in place of the “I”! It would make so much sense! This, on the other hand, is very confusing. People are bound to read this as “F-Itness”, “Fiitness” or just scratch their heads dumbfounded.

But what’s more confusing is that this logo had to go through multiple stages of approval. So not only did the graphic designer miss this opportunity but so did the owners of the gym AND whoever painted this on the wall. All I know is that if even one of those people had a good eye for detail, this probably wouldn’t have ended up on the wall.