When looking at the branding and brand communication for Anytime Fitness I immediately knew it could be reworked in a more effective way. They have the opportunity to do something that other gyms can not, and that is leverage the fact they started 24/7 gyms. Without removing the name (as it is so well known) I chose to rework the logo and supporting brand communication to better suit Anytime.

Anytime
Open
Around the clock
Flexible
Accommodating
Welcoming
24/7

An identity that shows around the clock in a simple mark, coupled with a brand communication style made to make you feel welcome.

By summarizing the businesses core values in a simple icon supported with a bold custom typeface, it sets the gyms identity against other competitors. The clock is a mark not often associated with a gym, but instantly identified as Anytime. I tried to use a similar lilac to the original brand to continue familiarity through the rebrand, while adding a new dark blue to refresh the brand.