RIVANT

A gym logo drawn by hand, and the gym it goes on

Challenge Fitness is a gym for men and women, and the logo says so: two bodybuilders back to back, drawn by hand in orange inside a downward triangle, over heavy condensed type. We drew the logo and took it onto the gym's sign, T-shirts and membership card, then made the campaigns around its re-opening: pre-sale banners, price sheets, a lucky draw, a Tug of War and the offers that saw out the year.

Identity design · Signage · Merchandise · Print design · Social media design

The figures were drawn by hand, pencil shading and all. For a sign, a screen print or a card we traced them into one flat orange, keeping every line of the drawing.

The logo as drawn: two figures back to back, shaded in orange pencil, in a downward triangle above “CHALLENGE FITNESS”TracedDrawn
The drawing, and the traced logo wiping across it: flat orange that prints the same on flex, cotton and PVC.

One colour

  • The logo in white

    White

  • The logo in black

    Black

  • The logo in orange

    Orange

  • The logo in the mark on its own

    The mark on its own

The system

The brand board: the logo on chalky black; orange #F26A1B, black #161616 and white; Anton from A to Z; and the triangle drawn, used as a crop and cut off an edge
Three colours, Anton in capitals, and the triangle: drawn as a marker, used as a crop, cut off an edge.

At the gym

Designs for the gym’s sign, T-shirts and membership card. The photographs are mock-ups.

The Challenge Fitness sign lit above a first-floor gym at dusk
A 6 × 1.2 m backlit sign: the mark, the name, and the triangle cut off the end.
A black Challenge Fitness T-shirt laid flat on a concrete floor, the full logo printed across the back
Back print, 280 mm wide; a 90 mm mark on the chest.
A black Challenge Fitness membership card on a reception counter beside a key ring
The membership card: the triangle runs off the corner; name and number are written in.
Flat drawings of the tee, front and back: a small orange mark on the left chest, the full logo across the back
Print positions.
The gym T-shirt

The re-opening

From September 2022 to January 2023 we made what went up around the gym’s re-opening, month by month: banners for the shop front, A4 sheets for the counter, stories and reels for Instagram.

  1. Pre-sale

    Before the doors opened: a banner for the shop front, a price list for a year’s membership and an A4 pamphlet, all selling the pre-sale.

    Pre-sale banner: RE-OPENING SOON in white and orange condensed capitals, rates for women and students, couples and men in orange boxes, a JOIN NOW button and a PRE-SALE OFFER starburst, a bodybuilder in black and white at each end
    Shop-front banner, 24 September
    Pre-sale price list: the orange logo on black, then PRE-SALE 1 YEAR on an orange band with rates for female, male, couple and group, and the gym’s address
    Pre-sale price list, 20 September
    A4 pamphlet: the logo, a woman lifting a barbell, REOPENING SOON, the pre-sale rates on orange tabs and a PRE-SALE OFFER starburst
    A4 pamphlet, 24 September

  2. Grand re-opening

    An invitation to the re-opening on the evening of 3 November.

    Invitation story: GRAND RE-OPENING on navy under a spotlight, a ribbon being cut, the invitation, and November 3, 2022, Thursday, 6 PM onwards
    Invitation story, 2 November

  3. Free Bootcamp

    Three stories for a free group workout on 12 December, open to the public.

    Free Bootcamp story: FREE BOOTCAMP in orange and yellow over a man flexing, four reasons to come, and the date
    Story 1, 7 December
    Free Bootcamp story: the same words over two people lifting dumbbells in a dark gym
    Story 2
    Free Bootcamp story: the same words over a woman training, in black and white
    Story 3

  4. Lucky draw

    Buy three months and get three free, with a draw for a free year’s membership: an A4 pamphlet with a tear-off entry form, and two banners.

    A4 pamphlet: BUY 3 MONTH MEMBERSHIP AND GET 3 MONTHS FOR FREE in white and yellow over a man skipping rope, LUCKY DRAW CONTEST, the gym’s number, and a dotted line above blank lines for name, age, phone and address
    A4 pamphlet with entry form, 10 December
    Tall banner: the logo, BUY 3 MONTH MEMBERSHIP AND GET 3 MONTHS FOR FREE, LUCKY DRAW CONTEST and the gym’s number, on blue diagonals
    Banner, 10 December
    Tall banner: CHALLENGE FITNESS, LUCKY DRAW CONTEST in red, GET A CHANCE TO WIN A YEARLY MEMBERSHIP FOR FREE, over people on treadmills
    Banner, 22 December

  5. The price sheet

    Membership, personal training and three packages on one A4 sheet for the counter: yellow bands over a photograph, with the packages’ old prices struck through.

    Price sheet: MEMBERSHIP, PERSONAL TRAINING and SPECIAL PACKAGES on yellow bands over a blurred photo of a woman training, the gold, diamond and platinum packages with their old prices struck through
    A4 price sheet, 10 December
    The price sheet in a clear stand on the gym's reception counter, beside a pen and a register
    The price sheet at reception. The photograph is a mock-up.

  6. Tug of War

    An event on 24 December: teams of five with at least one woman, a trophy for the winners and the runners-up. We made the banner, an event reel and a teaser, and the two plaques.

    Tug of War banner: CHALLENGE FITNESS PRESENTS, two teams of white silhouettes pulling a rope, TUG OF WAR in rope lettering, the entry fee, team rules and prizes, the date and the gym’s number
    Banner, 16 December
    Event reel: CHALLENGE FITNESS PRESENTS TUG OF WAR, the offer, team rules, prizes and the date, over a blurred photo
    Event reel, 16 December
    Teaser reel: a frayed rope across the top, TUG OF WAR in white, GET READY FOR THE WAR in yellow and red, THE WAR BEGINS TOMORROW @7:00 PM
    Teaser reel, 23 December
    Winner’s plaque: an illustrated team pulling a rope below a gold trophy, WINNER!!! on a navy band, TUG OF WAR in white, December 24, 2022 up the side
    Winner’s plaque, 22 December
    Runner-up’s plaque: the same team and a trophy marked 2, RUNNER UP on a navy band, TUG OF WAR in white, between rope borders
    Runner-up’s plaque
    The Tug of War banner tied along the railing in front of the gym, early evening
    The Tug of War banner at the gym. The photograph is a mock-up.

  7. Year end

    A Christmas and New Year offer, a membership with the same again free, and on 31 December a one-day offer on personal training.

    Christmas and New Year flyer: the name in white and red, CHRISTMAS AND NEW YEAR OFFER strung with lights, four buy-and-get-free offers, ONE TIME OFFER
    Flyer, 17 December
    Personal training reel: CHALLENGE FITNESS in yellow and white, a one-day offer of 5, 15 and 25 percent off, on navy with yellow triangles
    Personal training reel, 31 December

  8. Women’s special

    The year-end offer, reset as an A4 flyer for women.

    Women’s special flyer: WOMENS SPECIAL OFFER, four buy-and-get-free offers in gold-edged boxes, HURRY UP!!! and the gym’s number, beside a woman on a treadmill
    A4 flyer, 5 January

Credits

Client
Challenge Fitness
Industry
Gym / fitness
What we did
  • Identity design
  • Signage
  • Merchandise
  • Print design
  • Social media design