APEX gym branding
APEX is a hypothetical gym brand concept with a design inspired by nature. Big gym brands tend to project either a rigid, steely ambiance like Cross-Fit, or a hyper-luxurious, modern feel like Equinox. The APEX brand objective was to ditch the overly-rigid and the hyper-luxurious and focus on what members want from a gym - an atmosphere conducive to fitness. The typographic identity for APEX was designed to mimic the unrestrained, refreshing feel of exercising outdoors with the benefits of working out in a gym. It's meant to feel energetic, inspired, and sophisticated without feeling rigid or lavish.
Photography Credit: Albayrak Photography Anthony Georgis