AMLI2DE | Brand identity for jumping studio by Daria KrestininaWho liked - AMLI2DE | Brand identity for jumping studio by Daria Krestinina

Daria Krestinina Graphic Designer

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ENAMPLITUDE
Challenge: To convey the energy and power of jumping without resorting to banal sports images

The goal is to create a brutal, bright identity that will speak to the relevant audience, looking for bright emotions, and not just boring fitness or going to the gym.

Concept and metaphor: Amplitude is a measurement of vibrations, the release of energy and force. Inspired by the physics of movement, I built the Amplitude² identity around the idea of energy transformation - compression, discharge and amplification of momentum. The square sign (²) in the logo emphasizes the concept of multiplied force, and references to formulas add an association with the mathematical precision of the training process.

The concept is based on the metaphor of a volcanic eruption: the pressure increases, accumulates, and at one moment there is a powerful release. The same is in training: muscles are charged with energy, and then sharply release it in movement. Visual solutions: Brutalism as a basis: Rough typography, asymmetry and a contrasting palette emphasize the sharpness and intensity of training. Minimalistic but powerful logo: the static nature of the logo with an integrated square (²) visually reinforces the idea.Typography as an expression of dynamics: the text conveys acceleration, emphasizing the effect of accumulation and release of force