prime fitness leeds (concept brief)
Prime Fitness are a FICTIONAL functional fitness gym based in Leeds. Their vision is to become the leading fitness centre in Leeds, promoting health, wellness and community. The emphasis is on raw exercise; think tyre flips, weighted pull-ups, kettlebells etc. Prime Fitness’s identity is minimalism with maximum impact. Open and welcoming to all fitness levels and backgrounds, Prime Fitness fosters a sense of belonging and support among members.
Service (s)
Logo, Visual Identity
Year
2024
The Concept
Prime Fitness was described as minimalist and primal but with a modern twist. I therefore searched for colours and a clean modern font that convey primality yet are modern and professional.
After conducting market research and a competitor analysis, I found that the local gym market was saturated with symbology such as barbells and weightlifters. With an emphasis on minimalism and primality, I decided to steer away from symbology and edit the Mundial font into a more primal looking wordmark. By boldening the typeface and adding accents to the letters, this achieved a more primal feel.
With the wordmark done, it was time to look into colours. The Prime Fitness identity is minimalist and primal, so I focussed on bringing these elements into the colour palette. Pairing a monochromatic scheme with a bold red really bolstered the minimalist yet raw feel to the design.