SweatPals is a social fitness platform for discovering and hosting classes, clubs, retreats and other wellness experiences. The website brings together participant-facing discovery and host-facing business tools, with sections for studios and gyms, clubs, retreats, testimonials, app downloads and booking demos.

The website uses Store Norske Skandia from Skriftkompani and Raw from Out of the Dark.

Part social club, part workout spot, part cafe and curated retail shop, 100% neighborhood retreat. The Lark is a local haven where space abounds and time stops.

I worked with the Lark’s founder at the very beginning, from naming to logo design to website. The fitness space is a crowded one, and we wanted the Lark to stand out as a uniquely bold, community-oriented, female-forward club. For me, that meant starting with a lot of research into other fitness spaces. I discovered that most commercial fitness spaces looked extremely masculine and aggressive: Impact-esque fonts, grays and blacks and neons, and muscle-forward messaging. More female-driven spaces like pilates and yoga practices were the complete opposite: flowery fonts, neutrals and pastels, and borderline saccharine language. The Lark needed to be feminine yet strong, bold but welcoming.

I chose Scale as the primary font because I felt it encompassed all of those traits. It has personality, it has dips and curves, and it demands attention. The color palette helps bring that personality to life with energetic, sunset-inspired hues. Instead of leaning on one main brand color like so many gyms do, I created a vivid and flexible system that allows assets to lean into different aspects of the club. Cocktail party? The deep eggplant can be paired with light pink to evoke the night. HIIT workout? Bright reds and oranges are there to get people hyped up.

Welcome home: CASA C ALMA. a new yoga studio built on grounding, connection, and community. The brand identity builds on one guiding idea: all ways welcome. The design represents a home of many shapes and colors, because casa means “home” – and this one is for everyone. Each form stands for uniqueness, belonging, and togetherness. That sense of softness, openness, and welcome is exactly what the design aims to reflect.

The house-shaped forms translate the idea of “home” into spatial orientation. Materials create a balance between openness and clarity. The typography remains clean and reduced, giving the system a calm and timeless presence.

An identity designed to speak the language of mindful movement. A brand that transforms movement into visual balance, capturing harmony and dynamism in a single mark.

The brand concept stems from a reflection on a series of key words. From these ideas a visual system takes shape, expressing the dual nature of Gaia Andrenacci’s work: the precision of technical practice and the fluidity of natural motion. The goal was to translate these sensations into a graphic language that is simple, clean, and contemporary—able to convey well-being, professionalism, and presence, without sacrificing lightness or elegance.

The mark is born from the union of Gaia’s initials, G and A, interpreted as a single circular gesture. Its primary form is a modulated circle: circularity symbolizes cycles, breath, and the perfection of movement. The symbol is the brand’s core identifying element. Inspired by the body’s movements in Pilates, it is built entirely from the circle, which gives it harmonious proportions and a sense of visual balance. The two initials merge fluidly, without interruption, creating a sign that suggests the idea of continuous motion. It is a dynamic yet stable symbol, able to embody energy, dynamism, and control at once.

The payoff is conceived as an oxymoron—an encounter between two opposing concepts that together perfectly express Gaia’s philosophy. “Balance” represents stability, awareness, and bodily control; “movement,” on the other hand, evokes fluidity, adaptability, and growth. The word movement is written in italics to convey dynamism and progression, while balance retains a static, orderly form, symbolizing solidity. Together, they create a visual and conceptual contrast that becomes the heart of the brand message.

The fonts used are Telegraf for the logo and Mori for the payoff “Balanca in motion” and secondary typography.

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Visual system and communication elements designed by ESIETE, for the 2025 Fitness Festival campaign on the occasion of the Mercè festivities. Under the slogan “Uneix-te al Flow” (“Join the Flow”) the campaign revolves around a dynamic flow of colors that symbolizes energy, movement, and unity, running through all graphic pieces and conveying the vitality and collective spirit of the event.

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Peloton’s marketing system employs a slightly customized version of MNKY George, originally commissioned by Collins and later maintained by the brand’s in-house creative team. The typeface’s bold, contemporary geometry lends energy and rhythm to campaigns, balancing flexibility across digital and print while reinforcing Peloton’s dynamic, community-driven ethos.

The logo predates this design and was created by Eric Hwang. The geometric sans used for it and for “The Output” is unidentified, and might be custom. Noah comes close.

As of 2025, MNKY George is supported by Inter on the Peloton website.

Paris-based Nuoro sells wholesome drinks in powder form.

An identity with a Mediterranean soul that captures the essence of Sardinia and its way of life, reflecting the balance between nature, well-being, and community. Inspired by the longevity of its people and their deep connection with the environment, it goes beyond aesthetics to embody authenticity and mindfulness. Rooted in the concept of ikigai—the harmony of passion, mission, and balance—its identity represents genuine and tangible well-being.

Finally, a gym and café that blends effort and comfort! Bolder is a sports studio, a café, a canteen, a venue for corporate events, outdoor sessions and bootcamps offering a social, collective, and laid-back experience. Whether you’re a beginner or a seasoned athlete, Bolder provides an original and welcoming environment to make fitness a sustainable and enjoyable part of your routine.

For this branding and visual identity project, Ogaf.studio drew inspiration from the old-school aesthetic of traditional sports clubs. The typography system plays a key role in shaping the visual language. We combined Maison Neue (designed by Timo Gaessner, 2012) for its clean and versatile tone, Optic Heavy (by Sebastien Sanfilippo, 2023) to bring strength and presence to headlines, and Deia Bold (by Andrei Robu, 2021) for its contemporary warmth and subtle character. Together, they reflect the balance between performance and ease that defines Bolder.

The color palette is fresh and energizing, and the letterforms of the name “Bolder” served as a playground to generate a flexible identity system. In collaboration with architecture studio Mono, we developed a unique atmosphere and art direction that sets this hybrid space apart from your typical gym or café. The visual identity lives across various formats from social media to print and signage, all designed to support Bolder’s vibrant and active community.

Vital Apparel is a fitness apparel brand dedicated to promoting the importance of physical fitness and mental health. A portion of profits is donated to the Brain & Behavior Research Foundation. The brand aims to inspire individuals to prioritize their well-being while supporting vital research efforts.

The design of the “Iron Therapy” T-shirts uses Midnight Phantom from Pixesia Studio, alongside italic caps from Helvetica and Maulana Creative’s Karstar.

Stringer by Order Type Foundry and Rauschen B (and, to a lesser extent, A) by Out of the Dark are used for the identity of Trait, a Berlin-based running app.

From Studio zur Strassen’s project page:

Trait is your dedicated training companion, designed to help you build a consistent and healthy lifestyle. Central to the brand’s foundation is the value of ‘communication on an eye-level,’ which meant creating a visual identity that feels approachable and authentic — not over-engineered.

We took cues from the running-crew culture, known for its raw, DIY, almost punk-like energy, and blended it with the brand’s positive and empathetic ethos. The result is a minimalist design that remains clean and simple but still plays with those quirky, joyful, and unexpected moments that add character.

Creative Direction: Yannick zur Strassen
Design: Mark O'Neill, Ulf Germann
Animation: Stephen McLaughlin, Marta Azaña
Copy: James Richardson

The FRC monogram is based on Jim Parkinson’s Cabazon.

Wellhub, formerly known as Gympass, is a start-up / service / app originally giving access to multiple gym clubs for a unique subscription. To quote the Financial Times article dedicated to the change of name and rebranding:

Corporate wellness platform Gympass is rebranding as part of preparations for an initial public offering, after being valued at $2.4bn with backers including SoftBank and EQT.

The start-up said the change of name to Wellhub reflected its widening range of services, which alongside access to tens of thousands of third-party fitness centres also included partner apps for activities like sleep, meditation and diet.

The rebrand is also showcased in an introductory video, offering a glimpse into Wellhub’s new identity and vision. It comes with the obvious new logo featuring a twirly icon and a nameplate in an unidentified, most likely modified type, maybe even a custom lettering. It’s a wider grotesque with slightly rounded inside corners, echoing the roundness of the twirl symbol and symptomatic of the 2020s “nice/human” era of the startup/branding landscape.

For all headlines, Wellhub went with NaN Holo in its condensed and narrow styles, often on the bolder side of the weight range. Holo’s rounded details (see the tittles of i j or the shoulder of r) recall the roundness already present in both the icon and wordmark, as well as in the rounded corners of rectangular shapes.

But for all text sizes, UI elements and interfaces, the Wellhub team chose familiarity with the use of the now ubiquitous Inter, while Holo's standard widths would have offered similar proportions and legibility. Was this choice motivated by a desire to save on webfont weights, or more by a conformist spirit regarding text typefaces on the web? We don’t know.

Omar Mobarek designed a vibrant visual identity for fitness influencer Malak El Ayouty’s latest training programme, Fit Like Malak. Malak develops a suitable training course for every body type she works with. To capture this aspect, the Cairo-based graphic designer approached the project by drawing a variety of figurines with a broad range of bodies in motion. The main figurine, which functions as the icon of Fit Like Malak, is shown in the fitness influencer’s favourite stance of the squat, shaping the first letter of her name (M).

The visual identity uses Omar’s illustrations in vibrant colours combined with the typefaces Farmacia and Kiosk by Nguyen Gobber, which are playfully mixed and even stretched or condensed to match the identity’s concept. Adieu by Good Type Foundry is used for further text.

Komma used Power Grotesk together with Instrument Sans for the identity of Gymtown. The Dutch design studio writes about the project:

From the website to the in-gym signage, Gymtown's new visual identity is designed to motivate and connect. Our flexible visual system ensures a seamless experience at every touchpoint, reflecting the dynamic and inclusive nature of the community.

TT Globs is a part of the Ethos identity.

Ethos is a producer of dietary supplements made of collagen, which is a form of protein. It’s found in our skin, bones, tissues and tendons. In fact, it’s the most abundant protein in the body, making up 60–80% of the body’s total protein. Supplementing with collagen has enormous benefits for fitness and athletic performance.

The logo in TT Globs is paired with packaging typography in Brandon Grotesque.

TT Runs and Codec are featured on Stebby, the largest online health and wellness service platform for companies in the Baltics.

Hercule Studio is a French premium brand dedicated to original designer sporting goods. Driven by a shared passion for well-being and design, they set out to revolutionize the sports world by prioritizing emotion and aesthetics over mere functionality. Their “Exercise Beautifully” philosophy combines design, creativity, and expert craftsmanship, ensuring each product re-enchants the workout experience.

The identity uses an H composed in the BBWB (Boogie Brut Wild) typeface and a wordmark in ABC Ginto Nord. Grand Slang is used for headlines and Ginto Nord for body copy. Based on the myth of the twelve Labors of Hercules, we imagined eleven variations of the H emblem, symbolizing different areas of expression and research for the brand: creativity, aestheticism, timelessness, know-how, sensoriality, durability, desirability, design, well-being, energy, rigor and collective spirit. They are used to design patterns for the textile design of the mattresses.

ITC Serif Gothic is the typeface used in the original visual identity of Crystal Light. The American brand of powdered and sugar free (i.e., artificially sweetened) beverage mixes was introduced in 1982 to a test market and released to the public in April 1984.

The logo uses the Heavy weight with several of its alternate glyphs: spurred r, descending s, tailless t, and double-story a. (The digital version has these forms for r and s, but lacks the original default glyphs as well as any alternates.)

The sans with the tiny serifs also appeared in other weights, and alongside varying other typefaces, in the packaging designs. The advertising campaigns including TV commercials and print ads featured Linda Evans, Priscilla Presley, and Raquel Welch. According to Logopedia’s timeline, the wordmark in ITC Serif Gothic was phased out around 1997.

The quality seal uses Palatino.

Poster for the Crystal Light Body Workout with Linda Evans, accompanying a cassette tape from 1984

Window decal

T-shirt from the 1980s

Crystal Light jug holder

Glasses with the Crystal Light logo in a 1990 advert

Fitness Park offer fitness clubs and gyms, with 288 locations across France.

Alias Cactus is used for signage across gyms, as well as for the website and for social media.

Area 3 Gym, located in the Campania region of Italy, is a collaborative project between BasileADV and Resistenza. The gym’s logotype is custom-made, featuring wide sans-serif lettering with significant ink traps. As a symbolic element, an asterisk is incorporated into the design, evoking associations with a wheel, among other things.

For its corporate font, Area 3 Gym utilizes Annuario Wide. This typeface is characterized by wide proportions, sans-serif style, and subtle humanistic touches, contributing to the gym’s visual identity and branding.

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In some circles, weightlifting and other strength sports are still associated almost exclusively with male bodies. Heaviko set out to change that: their mission is “to create elite equipment for every lifter”, which explicitly includes women. Formerly known as Strong Strong Supply, they rebranded in early 2023 and launched a new logo.

Blurr Bureau comments on the challenge:

How can we redefine the concept of strength for women without resorting to societal clichés? Our research revealed a significant oversight in the fitness market—in a male-dominated space, brands aren’t speaking directly to women engaged in strength training. To stand out in the category, we need to elevate inclusivity and diversity within the femme fitness community

The directive was clear: forge a brand that transcends stereotypes, offering equipment for every lifter—regardless of where they stand in their training journey. Inspired by the harmonious tension between heavy lifting equipment and feminine aesthetic, Heaviko’s brand world utilizes a dense word mark paired with a refined typographic system built for expressive and lighthearted play.

For said wordmark, the designers avoided the usual suspects like brawny slab serifs and stencils. Instead, they opted for a font that is more left-field and still communicates strength: it’s Signal Compressed by Production Type. With the stretched look, the reverse-contrast sans is a natural fit for Heaviko’s elastic wrist wraps, velcro belts, and neoprene knee sleeves. Thanks to its elongated proportions, it makes for a horizontally compact wordmark.

The Heaviko logo uses Signal Compressed in capital letters, with one apt modification: the letter I put up some weight at the top and bottom. Not only does this intervention nicely echo the outer horizontals in E – it also playfully references barbells.

The accompanying serif used in advertising is Pangram Pangram’s Editorial New.

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