Surge Fitness Center
Brand Identity
The Challenge
Surge is a new fitness center providing a dynamic and modern gym experience at a more welcoming price-point than many of today’s high-end exercise giants. Seeking to make a name in a crowded but promising field, they needed branding that would help them stand out from industry peers, make their forward-thinking philosophy clear, and get customers excited about the lifestyle they represent.
Industry
Health & Fitness
Services Provided
Brand Identity
Based In
Connecticut, USA
The Solution
Taking inspiration from the clean lines of modern fitness imagery, electricity, and forward motion, this logo combines a lightning bolt with a running figure in an S-like shape. Combined with sleek typography and a couture color scheme of carefully selected warm and cool grays from all parts of the color spectrum, this calm-yet-energetic brand suite provides an open slate for visitors to create their own fitness journey and celebrate their own personal styles.
Logo
Sleek lines form an abstract, proprietary symbol based in a lightning bolt, running figure, and S-shape. The result is a dynamic logo that embodies the energy of the gym’s name and sleekness of its aesthetic.
Colors
A greyscale color palette with varying hue adds depth and dynamics, while providing a neutral, calm, and strong background against which gym-goers can build their fitness regimens.
Primary
Primary Gray
Hex
#e7e6e2
RGB
R231 G230 B226
CMYK C8 M6 Y9 K0
Primary
Primary Black
Hex
#262525
RGB
R38 G37 B37
CMYK C71 M75 Y64 K70
Secondary
Storm Cloud
Hex
#d3d3d3
RGB
R211 G211 B211
Secondary
Silver Lining
Hex
#e0e0e0
RGB
R224 G224 B224
Secondary
Silver Fox
Hex
#afb4b7
RGB
R175 G180 B183
Secondary
Elephant
Hex
#b5b6b6
RGB
R181 G182 B182
Secondary
Charcoal
Hex
#373128
RGB
R55 G49 B128
Type
Sleek text with dynamic curves and subtle typographic detail complements the gym’s polished, upscale aesthetic while reflecting its energy and constant motion.
Heading
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
Body
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
