We were contacted by a Chicago-based Pilates studio that wanted to design a contemporary, strong logo design for their newly renamed business. The studio focuses on a fusion of traditional and contemporary Pilates in a high-energy environment.
The client expressed an interest in having a figurative-style logo to express the nature of the studio. The figure is used heavily in fitness brand identity work so this presented a significant challenge in strategy. The goal was to establish a unique, stylish logo that reflected the high-end nature of the studio while standing apart from other figurative marks.
The outcome was a ‘wireframe’ figure that featured 3 joints representative of the human form. The branding work also featured a series of other pieces of illustrative spot art that functioned as visual representations of different Pilates exercises. The orange color was selected due to it’s high-energy psychology and the grey adds an element of sophistication.