Utopia Health & Fitness Brand Identity by Lisa Furze

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DESIGN DETAILS
DESIGN NAME:
Utopia Health & Fitness

PRIMARY FUNCTION:
Brand Identity

INSPIRATION:
With the name, Utopia, it was important to portray a sense of picturesque refinement and absolute excellence. To convey this message in the gym's identity, the logomark was inspired by the shape of an infinity symbol, which marks the brand's commitment to limitlessly high quality. The logomark also very subtly references the first and last of the name, looping the "U" and "A" into an elegant symbol to represent the brand.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Utopia Health and Fitness is a lifestyle destination for fitness professionals and enthusiasts, located in Sydney's inner-south. A clean, modern brand identity was required to match the luxe feel of the new gym and communicate its focus on premium well-being and high-end facilities.

OPERATION / FLOW / INTERACTION:
With many gym brands relying on a hard, gritty image, Utopia sought to break the mould with a focus on fresh cleanliness and refinement. The gym's unique environmental design and approach to the fitness lifestyle had to be made clear in the development of their new brand identity, which produces a strong sense of customer-care of the sort one might normally associate with spas and other luxurious health services.

PROJECT DURATION AND LOCATION:
The design of the identity was developed starting in May 2018 with branding and marketing material continually being produced for the launch of the gym in 2019.

FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
The brand identity combines gold and warm black tones with white marble textures.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The brand identity specified guidelines for the use of its logo, colours and typographic hierarchy to be used across a variety of brand touchpoints including stationery, signage and digital applications.

TAGS:
brand identity, logo, branding, gym, fitness, gold, marble

RESEARCH ABSTRACT:
The project began with analysis of competing gyms and the creation of strategic positioning for the new gym. Utopia's founders had a strong vision of what their brand would represent and how it should be styled, making the process of development and design smooth and logical.

CHALLENGE:
In a highly competitive industry, it was a challenge to create a brand that felt truly new and unique. Care also had to be taken to design an identity that would have the ability to grow alongside the brand.

ADDED DATE:
2019-02-07 00:11:54

TEAM MEMBERS (1) :


IMAGE CREDITS:
Designer Lisa Furze, Utopia Health and Fitness, 2018.

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CLIENT/STUDIO/BRAND DETAILS
NAME:
Utopia Health and Fitness

PROFILE:
Utopia Health and Fitness is a fitness and lifestyle destination located in Sydney's inner-south. With a commitment to high-end, luxe experiences, it offers top-quality gym equipment, services and facilities for members inside its uniquely and beautifully designed environment.

NOMINATION DETAILS

Utopia Health & Fitness Brand Identity by Lisa Furze is a Nominee in Graphics and Visual Communication Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

· The profile and other works by Lisa Furze is also kept secret. This information will also be available later.
AWARD DETAILS

Utopia Health & Fitness Brand Identity by Lisa Furze is Winner in Graphics and Visual Communication Design Category, 2018 - 2019.



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