Better Bodies Hi Brand Identity

Better Bodies Hi Brand Identity is an innovative visual communication system designed to create a transformative workout studio environment through a unique, progressive typeface design. Developed by Japanese designer Takahiro Eto in collaboration with Takaaki Nakamura and Shizuka Iijima, this comprehensive brand identity solution addresses the psychological transition from work to exercise through a sophisticated three-stage typeface transformation. The design concept uniquely correlates the gradual thickening and enlargement of typography with the physical progression through the facility, from reception to workout areas, creating an intuitive visual journey that prepares users mentally and physically for exercise. This revolutionary approach to environmental graphics demonstrates exceptional understanding of user psychology and spatial dynamics, where the typeface's skeleton and weight evolve simultaneously, challenging traditional typography conventions. The system's implementation spans multiple touchpoints, from small-scale application icons to large-format institutional signage reaching 1045mm in height, manifested across various media including digital displays, printed materials, and architectural elements. The identity system particularly distinguishes itself through its culturally sensitive approach, deliberately moving away from conventional Western-centric fitness imagery to promote achievable, incremental self-improvement. This groundbreaking work, which earned the prestigious Platinum A' Design Award in the Graphics, Illustration and Visual Communication Design category, exemplifies how thoughtful typography and environmental graphics can enhance user experience and communicate brand values through spatial progression.

Author: Adam Dawson

Keywords: brand identity design, transformative typography, environmental graphics, workout studio branding, progressive signage system, spatial typography

SOURCES:
https://competition.adesignaward.com/133445

Help us improve the Design+Encyclopedia, contribute your alternative definition for Better Bodies Hi Brand Identity today!

About the Design+Encyclopedia
The Design+Encyclopedia is a crowd-sourced reference of information on design. Unlike other crowd-sourced publications on design, the Design Encyclopedia is edited and actively monitored and publishing is only possible after review of submitted texts. Furthermore, editors of the Design Encyclopedia are mostly consisting of award winning designers who have proven their expertise in their design respective fields. Information posted at design encyclopedia is copyrighted, you are not granted a right to use the text for any commercial reasons, attribution is required. If you wish to contribute to the design encyclopedia, please first register or login to A' Design Award and then start a new design encyclopedia entry.