Who said exercise has to be boring? These 8 identities for fitness brands are here to have a blast

Put those dumbbells down and rejoice! Exercise brands are fun again. Workout apps, sportswear companies, and gyms are breaking away from the macho aesthetics and metallic colours of yore, choosing a more holistic, community-centered, and joyful approach to fitness. IYA Studio’s identity for Good Movement uses a simple palette and a delightful flower logo to convey the sincere good intentions of the lifestyle brand. On the other hand, Jay Liu combines high stroke-contrast lettering and a black and neon pink palette to create an elegant brand for META Performance, a cutting-edge boutique gym in Singapore. Below, we highlight a handful of projects that hint at a new chapter for fitness and lifestyle brands. Mvmnt by Nomad META Performance by Jay Liu