Utopia Health & Fitness
Bringing style to the gym experience
Utopia Health & Fitness is set to be a prime location for fitness professionals and enthusiasts, located in Sydney’s inner-south. Utopia aims to be a lifestyle destination, bringing a modern, luxe feel to the workout experience. A clean, contemporary brand identity was needed to support and communicate Utopia’s unique value and beautifully designed environment.
The aesthetic of the brand identity was created to build a sense of high-end care. Unlike the loud, often masculine visual branding of other gyms, Utopia sets itself apart with a minimal, simplified approach. Gold and marble textures create a lusciousness that fits perfectly with the name.
Creating an idyllic destination
for fitness professionals.
A unending paradise
Utopia’s founders wanted to incorporate an infinity symbol into the brand identity, which fit with the brand promise of Utopia as an unendingly perfect environment for its clients. The final mark designed for the logo was loosely and subtly created from the letters U and A — the start and end of Utopia — continuing forever in a loop.
Heaven for the healthy-minded.
Brand consultant & designer
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