Utopia logo icon, design and branding by Lisa Furze

Utopia Health & Fitness

Bringing style to the gym experience

The goal

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.

This brand identity design is a Silver A’ Design Award Winner for Graphics and Visual Communication Design Category in 2019.


Marketing collateral

Utopia — A'Design Award winner of 2019. Created by Lisa Furze.
Utopia business card design and branding by Lisa Furze
Utopia stationery design and branding by Lisa Furze
Utopia secondary logo design and branding by Lisa Furze

The approach

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.

Utopia Health & Fitness signage, designed by Lisa Furze

Creating an idyllic destination
for fitness professionals.

Utopia business card design detail, by Lisa Furze
Utopia brand colours — metallic gold and black
Utopia logo design (reversed colours), branding by Lisa Furze
Utopia graphic icons, designed by Lisa Furze

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.

Utopia stationery design and branding by Lisa Furze
Utopia reusable alunimium drink bottles, designed by Lisa Furze
Utopia canvas tote bag, designed by Lisa Furze

Heaven for the healthy-minded.

Sydney gym, Utopia Health & Fitness, branding and design by Lisa Furze
Lisa Furze, Sydney-based brand consultant & designer

Brand consultant & designer
Lisa Furze

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