The visual style of Nové, the American brand
Nové is an American fitness startup combining several offline and online resources at once. There are two studios: for live training and for training video recording, a website with video tutorials, an app where you can make up your personal program. The main direction is yoga and stretching, that help to recover from grueling workouts.
We had to define the brand positioning, create its logo and visual image suitable for both offline and online environments. Now, Nové runs in the USA only, but will soon expand to other markets, so the style must be universal.
The slogan “Feel New Every Day” develops the idea behind the brand’s name, which is the importance of the recovery phase of training and the athletes’ aspiration to achieve new goals.
As the brand plans to go online, the style should be equally suitable for app icons and a training mat in a gym. Therefore, we have chosen the most simple and functional solution, where the letters O and E resemble two wheels.
The audience for recovery training is mostly runners and cyclists. Therefore, the key element of the style is a track contour, well known by these athletes. Another metaphor inherent in the graphics is the plasticity of a human body.
A thin, flowing line running through the letter O adds a sense of internal lightness to the style and helps unite all visual elements of the brand into a single system.
Brand colors, neon red and navy blue, make the style vibrant and truly sporty.
Nowadays, people want to do sports correctly and consciously in the way comfortable for them. However, in the face of contemporary realities, even sport is increasingly moving from real life to the online environment. In this situation, Nové helps not only to train efficiently but also to recover quickly. Meanwhile, the right style makes the service more visible to anyone who might benefit from it.
