Golds Gym Rebrand by Mary Formanek

Table of Contents About . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 The Mark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Graphic Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Stationary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 Digital . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54 Environmental . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64 Venue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70 Extra Application . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76 Contact Information . . . . . . . . . . . . . . . . . . . . . . . . . . 86

“STRENGTH IS THE

PRODUCT OF STRUGGLE, YOU MUST DO WHAT OTHERS DON’T TO ACHIEVE WHAT OTHERS WON’T ” -HENERY ROLLINS

About

About Gold’s Gym has been the authority on fitness since 1965. It was then that fitness legend Joe Gold took the knowledge and expertise he gained from training at the world famous “Muscle Beach” and opened up the first Gold’s Gym on Pacific Avenue in Venice, California. Opened long before the modern day health club existed, the original Gold’s Gym featured homemade equipment and an unrivaled dedication to getting results. It was an instant hit. Early fitness enthusiasts flocked to the gym, and in 1977, Gold’s Gym received international attention from “Pumping Iron” – a bodybuilding documentary starring Arnold Schwarzenegger and Lou Ferrigno. With its storied reputation of being THE place to go for the latest training techniques, and its legendary history of producing bodybuilding champions, Gold’s Gym Venice became known as “The Mecca Of Bodybuilding.” Hollywood celebrities and professional athletes soon followed and by 1980, Gold’s Gym began expanding to locations around the globe. Today Gold’s Gym is the most recognized name in fitness serving more than 3 million members in 38 states and 22 countries around the world. Always at the forefront of the fitness revolution, Gold’s Gym has continually evolved its profile by equipping gyms with the best amenities and the latest in cardio and strength training equipment as well as the most dynamic group exercise programs including Zumba, yoga, group cycling, mixed martial arts, muscle endurance training, and Pilates. At Gold’s Gym, you’ll find an energetic, supportive environment full of all kinds of people who are committed to achieving their goals. Today more than ever, Gold’s Gym realizes that strength comes in many forms…whether it’s the strength to be a better parent, the strength to overcome diabetes or the strength to be a better athlete. At Gold’s Gym, our mission is simple: We’re here to help you Know Your Own Strength®.

Arnold Schwarzenegger August 1975, Los Angeles

History

History The first Gold’s Gym opened in fall 1965 in Venice Beach, California. Dubbed “the Mecca of bodybuilding”, it was frequented by Arnold Schwarzenegger and Dave Draper and featured in the 1977 movie Pumping Iron. The movie brought attention not only to the gym itself, but also to the world of bodybuilding and physique in general. To this day, it is considered a landmark in the bodybuilding subculture, and has achieved cult status. In 1970, Joe Gold sold the chain.

Gold’s Gym in Laredo, Texas. Today, Gold’s Gym claims to be the largest chain of mixed gender gyms in the world, with more than 400 locations in 37 U.S. states, the District of Columbia, and 20 other countries. Gold’s Gym has a membership of more than three and a half million, split almost equally between male and female patrons.[Citation needed] Gold’s Gym locations are equipped with cardiovascular and strength training equipment and offer group exercise classes such as group cycling, pilates, Latin dance, yoga and stretching through the company GGX (Gold’s Group Exercise) program. Many gyms also offer basketball, swimming pools and boxing studios. The company also licenses its name to products such as fitness equipment and clothing. The famous original Gold’s Gym logo, a bald-headed weight lifter holding a barbell, was designed in 1973 by Ric Drasin, who was Arnold Schwarzenegger’s training partner for four years. Gold’s Gym members have included such celebrities as Dwayne Johnson, Hilary Swank, Jessica Alba, Jim Morrison[citation needed], Jodie Foster, Keanu Reeves, Morgan Freeman and Tiger Woods among others. To this day, the original Gold’s Gym in Venice is considered a sports landmark and is recognized by ESPN.com on its list of the 100 most important sports venues.

History

The Story Many people ask me about the history of Gold’s Gym and how it evolved from the beaches in the 1950’s. There are not many of us left from that era and it’s beginning to get fewer everyday as we are beginning to drop off like flies. However I plan to stick around and share my knowledge of those days with the new breed that are so curious to have knowledge of the history.

Somewhere in the 60’s the weights were pulled from the beach and Santa Monica got rid of the bodybuilding element which was caused due to a few of the bodybuilders charged with sexual assault on an underage girl. The city felt that bodybuilders were a bad element to have around.

I remember coming down to Muscle Beach in the mid 1950’s, which was then Santa Monica right south of the Santa Monica Pier. The sand had a wooden platform that had some free weights and next to it, rings, chinning bars and dip bars. Steve Reeves and many of the earlier bodybuilders would hang out there daily.

Not only was it bodybuilders, but also weight lifters and many gymnasts. Adults and kids of all ages doing the rings, hand balancing and gymnastics flips. It drew quite a crowd. Several times a year they had contests one of them being Mr. and Miss Muscle Beach. Most all-natural bodybuilders back then, as drugs were pretty much not in the scene yet. The female competitors wore one-piece bathing suits but the guys still wore the posing briefs as we see today. The beaches were packed with spectators and there was hardly room to move.

Bodybuilders were an oddity and drew attention wherever they went. The body shape then was much different than today. They focused in on very wide shoulders and narrow waist. That’s where the original ‘V’ shape came from. The challenge was to get your waist as small as possible and shoulders a yard wide. Today’s bodybuilders just go for size and the waste is much large on an average.

There was a gym called the Dungeon which was down in a basement on 5th and Wilshire which many of the guys moved to and then Muscle Beach gym opened up on 4th and Broadway right next to an all you can eat restaurant. Of course this was great for the guys training.

In 1965 Joe Gold who also trained on the beach decided to build an indoor gym for his buddies that wanted to train and not be victim to bad weather outdoors. Joe owned a lot of beachfront property, which was cheap at the time. So he built a cinder block building on Pacific Avenue to his own specifications and then hand made and welded every piece of equipment that went into the gym. He was a perfectionist and each piece worked smooth and fit in your hands like a glove. The bell handles on the dumbbells were like none I’ve ever seen and made a huge difference in your lifts.

The gym was a success right from the start and the fees were only $60 a year. If you didn’t have the money, in many cases he’d let you train for free. He didn’t have heating or A/C because at the beach you really didn’t need it. There was only one shower room because it was mainly men and Joe said that most of the guys didn’t shower anyway. Later on a few girls joined the gym and trained with the guys but they pretty much were told that it’s a guys gym and would have to put up with the language and whatever else went on. They even shared the shower. I was showering one day and I heard someone ask me to pass the soap. I thought the voice was high and it was one of the girls. No one thought anything of it.

History

Joe kept the gym for a few years until the early 70’s and then sold it and his name along with it. He went back out to sea as a merchant marine.

Davis who kept it for a few years and then sold it to a partnership, which eventually moved it, and no one knows where that great equipment went today.

Gold’s was bought by Dave Saxe and Bud Danitz who ran the gym for about 2 years and eventually sold it to Ken Sprague who at that time put more money into promoting bodybuilding shows and had the gym as the sponsor. This started to get the Gold’s name out in public and develop a following.

Joe moved his World Gym to Venice in a huge beautiful building that he built which had a few floors and plenty of parking. I believe that Arnold went in with him on this club. He converted the one on Main Street to his general offices as they began to franchise World Gyms all over. His name and clubs were growing just like Gold’s and he was running them competition.

A few years later Ken sold the gym to Pete Grymkowski and they moved it to 2nd street in Santa Monica in a building owned by Actor Robert Blake. Ken turned the old building into his home and it remains there today, although he has moved.

Eventually he sold the building and moved it further from the beach to an old Sizzler restaurant. He fixed it up nice but the atmosphere was never the same as the first gym and it didn’t do near as well. Joe didn’t allow music which gave it a ‘dead’ feeling when training where as Gold’s had music, TV monitors and lots of activity which is conducive to training.

After about a year or so, they moved Gold’s to Venice on Hampton street where it is today and the owners began to do more shows and opened a Gold’s Franchise around the world based on the fact that it was the ‘Mecca’ and this is where all the greats train from around the world. It became a tourist attraction to this day.

Joe passed away in 2004 and then shortly after the gym closed down. A big corporation in Texas bought out gold’s and they still own it today. World Gym Francise has been bought out by a family and they plan on bringing it back bigger than ever. They are currently in the process of it.

Joe Gold came back from sea after a couple of years and wanted to reopen a gym but couldn’t use his name since he sold the rights to it. Frustrated and upset, he opened World Gym on Main Street in Santa Monica. Many of his old loyal friends came to World and left Gold’s. Arnold, Farrago, Giuliani and more were there to help Joe promote the club. This was another piece of property that Joe owned and built the gym on. What many people don’t know is that Joe built a World Gym in the valley, Panorama City which was 20 miles from the beach. It was just as good as his other gym but catered to the Valley group of people. He soon tired of the drive and hated the heat so he sold this gym to Steve

I was fortunate enough to be asked to design the famous Gold’s Gym logo and World Gym logo which is still the symbol today and both were some of the largest brands in the world.

History

Joe Gold The name “Gold’s Gym” graces one of the largest gym franchises in the world and yet, Joe Gold is little known outside bodybuilding circles. Joe Gold was part of the original Muscle Beach scene, when the iron was lifted amid the sounds of the surf and under the gaze of curious spectators. When the city of Santa Monica closed Muscle Beach, it was Joe Gold that built the gym that bore his name so that the “muscleheads” would have a place to congregate. In his book “West Coast Bodybuilding Scene,” Dick Tyler speaks of Gold’s Gym and Joe Gold in this manner: “Gold made by himself the sturdiest benches and apparatus to be found in a professional gym anywhere in the world. All this equipment is set in a large sunny building near the beach. Bodybuilders and Strongmen from all over came to train in this fabulous gym. The gym was born of the desire to give something to bodybuilding that had been taken away. It was forged by a dedicated man who worked miracles with his hand and his will. Gold was rich but not in the monetary sense of the word, but in the service he has given to the sport he loves.” Joe touched the lives of many in the Iron Game and his death diminished the bodybuilding/ powerlifting community. When the name Joe Gold is mentioned, it is usually followed by stories of his heart for the game and his generosity...letting someone workout for free in the gym or giving special words of encouragement to a weary iron warrior. Arnold felt Joe a father figure and Dave Draper described him as someone that brought and held all the bodybuilders together. Joe Gold was more than a gym owner, more than a “musclehead.” Joe Gold was a large part of the special camaraderie that has come to be known as the “Gold(en) Era” of bodybuilding. A fitting name, indeed. Joe Gold (born Sydney Gold, March 10, 1922 in Los Angeles, California, died - July 11, 2004 in Marina del Rey, California) was an American bodybuilder and businessman. He was the founder of Gold’s Gym and World Gym. He has been credited with being the father of the bodybuilding and the fitness craze.

History

Corporate information and Criticism

Gold’s Gym is privately owned. It was acquired from its previous owner, private equity firm Brockway Moran & Partners, by Robert Rowling’s TRT Holdings in 2004 for approximately $158 million. Brockway Moran had acquired the company in 1999.Recently Gold’s Gym promoted Aaron Watkins to President from the previous position he held as Senior Vice President of Finance and Accounting. Corporate headquarters are in the Dallas, Texas, metropolitan area. Since Gold’s Gym opened its first international location in Canada in 1985, the company has expanded its global franchising program to include nearly 180 international gyms including operations in Russia, India, Australia, Japan, the United Kingdom, Germany, Egypt, Saudi Arabia, Mexico and Peru. In 2009, the company opened its first locations in Spain, Poland and Venezuela. In 2004, the company introduced the Gold’s Gym Fitness Institute to serve as a think tank on critical health and fitness issues. The Gold’s Gym Fitness Institute’s members includes Ramona Braganza, Robert Reames, Mike Ryan and Eric the Trainer among others. Gold’s Gym operates a national corporate wellness program. Clients include Whole Foods, the U.S. House of Representatives, American Airlines and Exxon Mobil. In 2004, Gold’s Gym became a national fitness sponsor of the American Diabetes Association’s Tour de Cure. In 2006 the company became a National Strategic Partner of the American Diabetes, the ADA’s highest designation for a corporate partner. Since their relationship began, Gold’s Gym has raised more than $2.5 million to benefit diabetes research, education and awareness. In 2009, Gold’s Gym partnered with video game manufacturer Ubisoft to create the “Gold’s Gym Cardio Workout” video game for the Wii. The game received positive reviews.

Criticism

Gold’s is one of two official health clubs of the AARP, where it offers month-to-month memberships, and is the official health club of the Blue Cross and Blue Shield Association. Gold’s has begun offering online enrollment. Numerous customers have reported Gold’s Gym franchises acting in dishonest and unscrupulous ways. They have reported advertised deals not being honored, billing irregularities, contract terms being fraudulently altered by sales staff after signing and problems canceling accounts or relocating. A Gold’s Gym in Provo, Utah was successfully sued for fraud in 2006 for changing a contract after it was signed in 1999. Like many gyms, some Gold’s Gym franchisees lure customers with free sign-up or gift certificates with fabricated nominal values, and then require long term contracts that are very difficult to get out of without paying cancellation fees and following long and inconvenient procedures (such as having to send a certified letter to their central billing office a month in advance). In the past, gym websites did not give membership rates and the gyms would usually not tell customers the rate over the phone, asking instead that customers come to the gym to have a tour and discussion, which often included a heavy sales pitch. Some Gold’s Gyms require “fitness assessments” before supplying a membership.

I WOULD RATHER BE EXHAUSTED FROM WHICH BREED SUCC RESTED FROM ACH

E COMPLETELY THE HARD TIMES CESS... THAN WELL HIEVING NOTHING

The Mark

Primary Logo The idea behind Goldâ&#x20AC;&#x2122;s Gym new logo was to keep the essence of the brand to not confuse what it is or its history, while cleaning it up and refining the look to make it cleaner. The logo maintains the idea of strength, fitness and body building without the body builder image with the barbell. This logo suggests that the gym offers more than just body building and appeals to anyone who wants to be stronger or healthier. Keeping the color and the iconic circle maintains the brand identity and nostalgia of the original logo. On following pages: lock-up, clear zone, minimum size, black and white variation. Secondary Cooperate Logo, Golds 50 Logo, Logo Variation.

The Mark

GOLDS

Primary Mark Lock up / Minimum Size

GOLDS

1 Inch

1.5 Inches

2 Inches

Primary Mark Black and White

GOLDS

Secondary Cooperate Logo Lock up / Minimum Size

GOLDS GYM

GOLDS GYM 1.8 Inches

GOLDS GYM 2.4 Inches

GOLDS GYM 2.8 Inches

Secondary Cooperate Logo Black and White

GOLDS GYM

Golds 50 Logo Lock up / Minimum Size

GOLDS 5O

GOLDS 5O 1.5 Inches

GOLDS 5O 2 Inches

GOLDS 5O 2.5 Inches

Golds 50 Logo Black and White

GOLDS 5O

Logo Variation Lock up / Minimum Size

GOLDS 1

GOLDS

1 Inch

1.5 Inches

2 Inches

Logo Variation Black and White

GOLDS

The Mark

Logo Misuse There are four approved variations of the new Goldâ&#x20AC;&#x2122;s Gym brand. These logos should not be changed in anyway. Listed on the next page are variations that should never be used and rules on what is allowed.

GOLDS

Do not place the word Golds alone on the side of the logo. Do not move the logo type.

The Mark

GOLDS

Do not dissect the logo or use different variations of the arm symbol out of the circle.

GOLDS

Do not use the logo as a gold circle with a white arm. Do no use the gold and black logo with gold type. Only use black with the main logo.

BE STRONG, WHE

BRAVE, WHEN YO

AND HUMBLE, WHEN Y

N YOU ARE WEAK

OU ARE SCARED

YOU ARE VICTORIOUS

Graphic Elements

GOLDS 36

Graphic Elements

Typeface The primary type face for the logo and advertising is Champion Light Weight. The secondary typeface for ads and application is DIN Next LT Pro Medium. The secondary typeface to be used for books, stationary and other publications with more than five lines of type is Frutiger 47 Light Condensed.

ABCDEFGH

Graphic Elements

CHAMPION

GHIJKLM

Graphic Elements

Secondary Typefaces

DIN Next LT Pro Medium

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz Frutiger 47 Light Condensed

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

Graphic Elements

GOLDS

C : 0 Y : 100 M : 22 K : 0

C:0 Y:0 M:0 K:0

Graphic Elements

Brand Colors When thinking about rebranding golds gym I wanted to go for a rural, strong feel. I wanted the colors to stay consistent with that idea and the current Goldâ&#x20AC;&#x2122;s Brand. I was inspired by the colors of roads, yellow paint, and Asphalt, as well as, fitness clothing and protein powder packaging.

PRIMARY COLORS

C:0 Y:0 M:0 K:0

C : 0 Y : 100 M : 22 K : 0

C:0 Y:0 M : 0 K : 51

SECONDARY COLORS

C : 3 Y : 100 M : 95 K : 1

C : 66 Y : 49 M : 59 K : 28

C : 100 Y : 30 M : 95 K : 24

Graphic Elements

Image Treatment The images used in this campaign are black and white, high contrast, dark images of people exercising. The images chosen should be of cropped images of the body, or a person(s) participating in an act of physical strength. These high contrast dark images will be paired with the word â&#x20AC;&#x2DC;Strongerâ&#x20AC;&#x2122; and the main logo icon in either a white or gold or the main logo in all white.

Graphic Elements

YOU CAN’T CHE IT KNOWS HOW MUCH

IT WON’T GIVE YOU ANYTHING

EAT THE GRIND YOU HAVE INVESTED

G YOU HAVEN’T WORKED FOR

Stationery

Stationery The brand stationary has a lighter look to it compared to the brand voice. The black bars on the letter head and envelope bring the strong dark voice. The business card is all black with two gold logos, one on the front and one on the back. The type on the card is all white, with the exception of the location information. The treatment of the gold type to show the location information is applied across the entire stationery package. The paper that should be used is French paper Extra White.

Stationery

Mr. Smith,

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urna bibendum vestibulum. Sed turpis augue, iaculis imperdiet mollis quis, venenatis et sem. Ve stibulum ipsum sem, tristique quis tempor sed, ullamcorper ac felis. Mauris at neque leo. Morbi volutpat libero sed euismod el ementum. Ut velit diam, n eros. Pellentesque pretium semper lorem, et gravida sapien posuere sed. Ve stibulum scelerisque justo quis nulla bibendum, vel molestie est ullamcorpe Pellentesque habitant morbi tristique senectus et

JOHN SMITH Personal Trainer P: (310) 392-6004 E: JSmith@GoldsGym.com 360 Hampton Drive Venice, California, 90291

GOLDS r.

GOLDS GYM

360 HAMPTON DRIVE VENICE BEACH CALIFORNIA 90291 P: (310) 392-6004 WWW.GOLDSGYM.COM

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Best,

Jane Smith

John Smit h

GOLDS GYM 360 HAMPTON DRIVE VENICE BEACH CALIFORNIA 90291

1234 Holly Dr. Culver, CA 11111

GOLDS

GOLDS GYM

Stationery

1.5 inches

GOLDS

JOHN SMITH Personal Trainer P: (310) 392-6004 E: JSmith@GoldsGym.com 360 Hampton Drive Venice, California, 90291

GOLDS GYM

1 inch

360 HAMPTON DRIVE VENICE BEACH CALIFORNIA 90291 P: (310) 392-6004 WWW.GOLDSGYM.COM

1.65 inches

Jane Smith GOLDS GYM 360 HAMPTON DRIVE VENICE BEACH CALIFORNIA 90291

1234 Holly Dr. Culver, CA 11111 1.6 inches

.40 inches

1.70 inches

GOLDS GYM

1.60 inches

.40 inches

Stationery

.25 1 inch

Mr. Smith,

.40

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4.75

eros. Pellentesque pretium semper lorem, et gravida sapien posuere sed. Vestibulum scelerisque justo quis nulla bibendum, vel molestie est ullamcorper. Pellentesque habitant morbi tristique senectus et Duis sit amet elit id mauris pretium vehicula quis at nulla. Vestibulum condimentum ornare sem, a sodales elit semper ac. Phasellus ut eros interdum nisl tristique convallis in in libero. Aliquam ultrices eleifend lacus id pharetra. Vivamus tristique mi et pellentesque commodo. In hac habitasse platea dictumst. Fusce porta ultrices ipsum nec sodales. pulvinar. Duis porta ipsum in ipsum mattis vulputate.

.75 Best,

1.25

John Smith

1 inch

GOLDS GYM 360 HAMPTON DRIVE VENICE BEACH CALIFORNIA 90291

1.7 inch

GOLDS .25

THIS IS MY HAPPY HOUR.

Digital

Website / Mobile Application / Ipad Magazine With multiple interface options, getting information and keeping up to date and in sync with Golds Gym is easier than ever. A consistent voice carries across all platforms to show a consistency and unite all Golds products. The website offers easy navigation with a new sleek look. The previous grey background has been replaced with a stronger, more industrial black texture. Gold buttons and navigation icons make it easy to navigate.

The new smart phone app stays consistent to the brand. The previous smart phone app was creative but over done and too complicated. The new smart phone app offers the same benefits such as spotter, location finder and personal profiles. However, the app has some additions such as personal trainer lessons from your phone, nutrition help, a way to connect your wearable fitness technology such as fitbit, and connects you to the other gym goers to cement the core values of the brotherhood, community atmosphere that Golds is known for.

The Ipad magazine offers something new to members. A complete monthly magazine subscription to a completely interactive, paperless magazine. This magazine will have insightful articles about health, fitness and what is new with Goldâ&#x20AC;&#x2122;s Gym. It will also have sections in health and fitness such as protein shake recipes and a workout guide for that month.

Digital

ABOUT

LOCATIONS

CLASSES

MEMBERSHIPS

TRAINERS

GEAR

NEWS

CONNECT

GOLDS

CLASSES

AMENITIES

FITNESS TOOLS

FIND YOUR PERSONAL TRAINER TODAY!

SPOTTER

FITNESS MAGAZINE

CONNECTED

JANE SMITH > ABS >TIMED

EXERCISE INJURYS

EXCERCISE: CRUNCHES

NO EXCUSES.

WHAT YOU ARE DOING WRONG AT THE GYM

APRIL WORKOUT ROUTINE

PROGRAMS

CORP WELLNESS

PROTIEN SHAKES FOR YOUR WORKOUT CONNECT WITH US!

Mobile Application

GYM GALLERY / VENICE, CA.

Locations Trainer Spotter Classes Nutrition

GOLDS 5O

Goals Motivation Connect

Mobile Application

SPOTTER

CONNECTED

JANE SMITH > ABS >TIMED EXCERCISE: CRUNCHES

CONNECT

LOCATIONS

JANE SMITH 22, F , BMI : HW BIO: beginer from New York, ﬂipping a new leaf in LA! Goal: Arm Westle Champ! Member Since: 2013

DEVICE: Connect

GYM CHAT ROOM: PHX,AZ,85018 Crossﬁt in 201 in 10! Happy hour!

ADDRESS 360 Hampton Dr, Venice, CA 90291 HOURS: 4:00 am – 11:59 pm PHONE: (310) 392-6004 CLASSES: (310) 392-6005

Mobile Application

TRAINER KRISTY BLAKE PROFESSIONAL ATHELETE PERSONAL TRAINER

SELECT YOUR WORKOUT WARM UP CARDIO ABS LEGS ARMS BACK BUTT CHEST COOL DOWN

IPad Magazine

THE ONLY BAD THE ONE THAT

WORKOUT, IS DIDN’T HAPPEN.

Environmental

Environmental Applications These posters and billboards show the voice of the concept ‘Stronger.’ in every day settings. They empower and create a atmosphere of strength, endurance and motivation to join Gold’s Gym. On the following pages you will see real world examples of current poster and billboard advertisements representing the rebrand voice.

Environmental Bus Stop Enclosure

Environmental Billboards

I DON’T STOP WHEN I’M TIR I STOP WHEN I

RED. I’M DONE.

Venue

Building The building exteriors are to be made to look less like a spa, and more like a gym. The inspiration behind these buildings is the original Goldâ&#x20AC;&#x2122;s Gym in Venice Beach. This industrial gym offers the true spirt and atmosphere that should be portrayed in all of our gyms around the world. This industrial, rural, community centered gym experience is for the people that are passionate about being fit, that see the strength behind the struggle of hard work and detection. This demographic will see the beauty in these gyms as something unique and true to the brand rather than making it into fancy fitness spa.

Venue

BE STRONGER STRONGEST E

THAN YOUR XCUSE.

Extra Application

Merchandise Many people are big fans of Goldâ&#x20AC;&#x2122;s Gym and like to wear it with pride. The following pages show examples of merchandise and employee uniforms. There is also a multitude of other items such as water bottles, backpacks, jackets, pants and more.

Draw String Backpack

Clothing

Fitbit

Fitbit Limited Edition Collaboration Fitbit and Goldâ&#x20AC;&#x2122;s Gym is ecstatic to announce their partnership to release two limited edition Fitbit bands in honor of Golds Gymâ&#x20AC;&#x2122;s 50th anniversary. The bands will be limitedly made and will only be sold in 2015. You can buy these on GoldsGym.com, Fitbit.com or, in your local Golds Gym merchandise shop.

Fitbit

I’M HAPPI WHEN I’M GYM OR N

IEST M AT THE NAKED.

Contact Information

Contact Information Mary Formanek Mfcformanek@gmail.com www.maryformanek.com/goldsgym Art Center College of Design Identity Systems with Gloria Kondrup Spring 2015