Stadion – Athletic Gym / Brand Identity.

Brand Identity. Dynamic Identity. Flexible Brand. 2018.

Feature on DesignIdeas

Stadion was born as a Spain based gym (franchise) aimed at the physical preparation of elite athletes whose aim is athletics competitions. As a specialised gym Stadion tries to communicate values that are in relation with the target audience such as; strength, improvement, dynamic, specialised, current and singular. The objective of the project was to design the naming and brand identity representing all the values and symbolising the service offered, being easy to apply. I developed a graphic system which is based on the concept of the «line» as the main element, which makes reference to the athletic track and that, as a basic element of design, also alludes to the antiquity of this sport together with the name. The graphic system is based on a modular structure from which the brand is built, where all the values are represented, the movement of the runner, the athletic track itself and the concept of “lane” that refers to the individualisation of the athlete and the service of the company. The system also allows the development of signage for wayfinding and patterns to apply to three-dimensional space, with this all pieces of identity have a unique graphic coherence.