Identity, Fitness club for Women

The brand essence underscores the ‘celebration of womanhood’. The brief was to design a logo that indicated how 'Identity' is more than just a fitness centre, it is a platform for women to meet and socialize with the like-minded. The idea was to add a touch of glamour and fun to the tedious task of exercising, thus increasing enrollment and minimizing the drop out rate. Butterflies symbolize evolution of beauty. Starting as caterpillars, they burst out of a chrysalis in all their splendor. Hence butterflies made the perfect metaphor for women looking to emerge from Identity, fit and beautiful. Moreover the club also stood for fun and socializing, so the logo borrowed from the phrase ‘social butterfly’ which applies to women who are extroverts and gregarious.

Identity, Fitness club for Women

The brand essence underscores the ‘celebration of womanhood’. The brief was to design a logo that indicated how 'Identity' is more than just a fitness centre, it is a platform for women to meet and socialize with the like-minded. The idea was to add a touch of glamour and fun to the tedious task of exercising, thus increasing enrollment and minimizing the drop out rate.

Butterflies symbolize evolution of beauty. Starting as caterpillars, they burst out of a chrysalis in all their splendor. Hence butterflies made the perfect metaphor for women looking to emerge from Identity, fit and beautiful. Moreover the club also stood for fun and socializing, so the logo borrowed from the phrase ‘social butterfly’ which applies to women who are extroverts and gregarious.
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