Velocity

Velocity is a new-age fitness gym that wants to get people excited about their fitness journey. Bold, fast, and community-driven, their goal is to create a space where individuals can express their passion for fitness while fostering personal growth.

To bring this vision to reality, they needed a visual identity that is fresh, bold and inspires movement and energy in people.

Focused growth

The brand name naturally suggested speed, which aligned perfectly with the idea of growth. This laid down the foundation for our creative process. We brainstormed and explored tons of directions for the brand—from stacked gym plates. However, they were too conventional and didn’t really the brand’s true essence.

We finally landed on the core of motion, which is what creates velocity Refining the concept of zippy motion, we experimented with various shapes and forms before landing on the final mark as shown above.

Capturing the momentum

The arrow became the perfect representation of Velocity’s energy, visualising both speed and direction. To further enhance the design, we made subtle customisations to the logo typemark, ensuring it reflected the brand’s energetic and forward looking approach to fitness.

The typography made the visual system modern and bold while the colour system brought in a sense of freshness and excitement to the entire brand.

Applications