For the color palette, we opted for a vivid blue contrasted with charcoal gray and white. The combination makes for a strong impression that suits the target audience. For a robust look, ultra bold sans-serif type is used throughout, with subtitles in a lesser weight.
The logo features a Phoenix icon to represent strength and repetition, and the endurance training and field work of first responders, police, and miliary. As the Phoenix is born, lives, dies, and is reborn, so too does one train, fight, recover, and repeat.