Palestra, the fitness club with a greek attitude

Palestra brand identity, the fitness club with a greek attitude

A fitness club with a greek attitude. Premium fitness club Palestra is the name of the latest brand identity project created by the creatives from Brandon.

As a fitness enthusiast and a designer, the brand identity of Palestra is double threat for your curiosity. The marriage of the creative interior design and the visual elements just makes things spinning, and not only in the spinning classes.
The usage of the yellow color. The name and the symbol, just could not be ignored. I needed to know the meaning behind this design. As a Stargate fan, I’ve seen a lot of creative play on the later A, but nothing really like this.
Even so, the reach for the greek theme is a contrast that I did not understand, especially for a project situated in Ukraine. Because of the many questions that started gathering, I reached out to the creatives from Brandon for some much needed information.

What is Рalestra?
Palestra is a new premium fitness club that is located in Kyiv (Ukraine). Club positions itself as a place with the main goal to inspire a person to live a healthy life and follow balanced lifestyle.

Palestra, the fitness club with a greek attitude
Palestra print on the instructors t-shirt

What does Palestra mean? Where does it gets its origins from?
Palestra (from Greek Παλαίστρα) — is a private gymnastics school in ancient Greece. Generally speaking, this word was used as an institution in which young people tended to learn different kinds of sports. In modern Italy the word has a common usage, which means “gym”.

Palestra, the fitness club with a greek attitude
Palestra logo personalization on internal used merchandise

Can you describe the creation of the logo? What about the meaning?
The core concept contains the idea of inclusion of the Greek letter “λ” (lambda) in logotype and usage of this letter as a logo itself. It relates to Greek’s attitude to sport, since for them sport was the way of living and not just some periodic activity.

What is the purpose of the greek theme?

Except for the reasons mentioned above we decided to combine Greek roots and modern sports aesthetics to illustrate the metaphor: it’s simple to look like Greek canon, as long as you live healthy and sporty life.
This idea can be traced in the style elements. The rough texture of materials, motivational phrases, bright and accentual dominant color, dynamic handwritten font, etc. The key figures of corporate identity are taken from classic images of ancient Greek sculptures: Discobolus of Myron, Boxer of the Quirinal and the Aphrodite of Capua. We also added a number of various fitness accessories to the statues, thus linking the aesthetics of ancient classics and contemporary.

Palestra, the fitness club with a greek attitude - icons used to guide the members in the club
Iconography used to guide the members inside the gym

How important is the iconography in this project? Can you talk about the meaning of the symbols?
Iconography is done in a simple and minimalistic style; it is used for navigation within the club. Each symbol shows the function of the room marked.

What is the reason for choosing this specific color pallet? Why yellow?
We thought of a bright color that would make an accent on the idea. From the other hand we searched though the colors that were in use by competitors and chose a different one.

Palestra, the fitness club with a greek attitude
Use of type in print materials

What about the typography? Why these fonts? What makes them stand out compared with others?
We thought of handwritten font for motivating phrases to communicate in dynamic and expressive way. For this purpose we developed the Cyrillic version of the Edo font.

Who is Brandon Agency?
We are a small team living and working in Odessa (Ukraine). Our specialization is branding and architecture. We are inspirited by the fact that our customers are from all over the world: different countries, confessions, skin color and way of living, but the same wish to make together something really cool. Have a look at their website and see their creative work .

Palestra, the fitness club with a greek attitude
Palestra visual identity implementation on different touchpoints
Palestra, the fitness club with a greek attitude
Palestra visual identity implementation on business cards and flyers
Palestra, the fitness club with a greek attitude
Palestra visual identity implementation on different touchpoints

Palestra, the fitness club with a greek attitude

Palestra, the fitness club with a greek attitude

Palestra, the fitness club with a greek attitude

Palestra, the fitness club with a greek attitude
Palestra use of type inside the gym
Palestra, the fitness club with a greek attitude
Palestra visuals and use of typography in print format
Palestra, the fitness club with a greek attitude
A look at the interior design and the implementation of the visual elements
Palestra, the fitness club with a greek attitude
Logo display on one of the training areas

Palestra, the fitness club with a greek attitude

Palestra, the fitness club with a greek attitude

Palestra, the fitness club with a greek attitude

Palestra, the fitness club with a greek attitude

Palestra, the fitness club with a greek attitude

Palestra, the fitness club with a greek attitude
Color and identity usage on the instructors equipment

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