Once upon a time there were two personal trainers who had a dream; to create their very own fitness studio at the heart of Athens, offering small group training (5-8 people) and personal training classes. And at last one day they made their dream come true, like 500 square meters true. But, besides their know-how, their top-notch equipment and facilities, there was something missing. The soul of the studio. Its branding.
The name is what it says: Athlesis. The Greek word for athletics. It is a straightforward, firm, to-the-point name. So, the name took us by the hand and guided us to the logo’s design, which embodies the founders’ vision to offer a balanced life through fitness. Using Athlesis’s letter “A” we wanted to bring into focus symmetry and balance, which is also enhanced with the help of the strict black and white color palette and assertive and “confident” type.
The signage & wayfinding
After figuring out the logo, we designed Athlesis’s pictograms to depict studio’s classes and rooms. To further build the brand and complement the logo we developed a number of icons, using elements from it, like the lines with diagonal finishes and the gaps in between the lines. Some of the wayfinding icons were also combined with signs which followed the logo’s line slanted form.