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.