CREATING A STRONG BRAND IDENTITY
SOFit is a personal project. This fictional company are an exclusive personal training gym that provides a premium service to get their members into the shape of their lives. Their USP is to be a community to its members and
provide guidance and a level of support that does not end at the gym floor.
The brief consisted of creating a full branding system including: logo design, colours, fonts, print campaign, gym interior and web design. This would have an overarching aim to help provide the company with a unique and
recognisable brand to help facilitate their goal to open three new gyms by 2019.
Blue. If competitor research in this project showed anything, it was that practically every gym had blue for its logo. This was
especially true all of the high street gym’s. So to differentiate the brand, the decision was taken to offer a contrasting colour palette of green and grey.
Green is an ideal choice for a fitness brand due to its connotations of health and vitality. Grey complements this nicely
symbolising strength and power.
For a personal training gym, a non-fussy, strong sans-serif was an obvious choice.
Gilroy was a perfect choice with two difference weights used: ExtraBold and Light to offer a nice complement.