F
Dynamic mark showing direction and movement. Association with heart rate (electrocardiogram tracing). This imagery works due to the company’s focus on fitness. Brand that can be used as a word mark or just as an icon. Striking simple mark to increase memorability and transferability. Square Sans Serif (DIN Bold) sat on an angle, to look current and modern whilst retaining fairly corporate aesthetic (‘air of professionalism and respectability’).
We began to try and define the colour scheme for the brand but decided with such a clean minimal mark the colour should be able to change depending on the application. On the previous page there are various colour variations shown. We have also displayed how the logo could work using gradients.