ABOUT

A new concept in gym fitness is being developed and we’re excited to be able to help shape it’s brand destiny from the outset. Tribe is moving away from the traditional gym format and establishing a new concept focusing on two distinct disciplines: Hard – a spinning and cardio based fitness and Soulful – a yoga based mind and body workout. To help communicate the clear differences between the two disciplines, each have been given their own sub-brand identity under the names Sparta and Flow.

Taking inspiration from tribal face painting we’ve created a brand mark that splits a ‘T’ to represent the two disciplines, and contained within a circle to represent a single brand position. Flow is further reinforced by joining all elements into a single ‘flowing’ line and the finished icon becomes a graphic interpretation of an ancient Sparta helmet. Together with clear imagery and a strong colour palette, we’ve started to create a distinct brand language and look forward to shaping further.