Velocity Fitness: Logo & App Design
Elevating Fitness, Ascending to New Heights: Velocity Altitude Gym. A new way to train, Velocity Fitness centres are state-of-the-art facilities featuring specialised equipment and training zones designed to simulate high-altitude conditions, enhancing the effectiveness of workouts.
In crafting the design concept for Velocity’s brand identity, the focus was on appealing to the target demographic of 25-35 year olds seeking to elevate their experience in the gym. The key phrases—welcoming, open-minded, hardworking, showcasing altitude, strength, and elevation—formed the foundation for the design choices. The logo typography conveys a sense of modernity and innovation, capturing the dynamic essence of the brand. The distinct colour scheme, deviating from industry norms, was carefully selected to mirror the temperature and climate of a high-altitude environment, reinforcing the connection to strength and altitude akin to mountainous landscapes.
Through these design decisions, the challenge was navigated to create a visual identity that authentically captures the spirit of Velocity, resonating with the target audience and setting the brand apart in a crowded fitness landscape.
