If you’ve yet to be motivated by the over-stretched elastic of your pants or the plethora of ads that claim you can ditch the bulge with kale juice, perhaps this identity for a gym in Buenos Aires might inspire you. Created by Argentinian designer Julián Villagra, the rebranding takes a typographic approach and is made up primarily of red, white and blue with bursts of yellow and green.
Julián’s identity is a refreshing departure from the usual gym branding that uses stock photography of Lycra-clad hotties with logos that often fail to deliver dynamism splashed across them. The designer employs various letters, numbers and symbols to create the branding, but there’s a neatness and order to the whole thing that alludes to the disciplined clientele of the gym. Julián has designed timetables, welcome packs, towel and T-shirt prints and posters advertising each activity, but the recurring dumbbell graphic gives the identity consistency.
About the Author
Rebecca became staff writer at It’s Nice That in March 2016 before leaving the company at the end of 2017. Before joining the company full time she worked with us on a freelance basis many times, as well as stints at Macmillan Publishers, D&AD, Dazed and frieze.