golds gym // rebranding a masculine look + feel to be gender neutral // concept design


Branding, graphic design project: The Gold’s Gym’s logo was designed in the 60′s and was 
slightly updated 4 years ago. The logo is hardcore and dated, and doesn’t resonate with their 
female audience.

For this rebranding project, I used three visual words: Diversity, Contemporary and Excellence. 
The logo is a pair of G’s that resemble stylized dumbbells. The use of gold foil and matte black
 throughout the printed collaterals speaks to “Excellence”, as they currently rank #1 in the world 
in respect to the number of clubs they have. The use of gender-neutral and female models
 speaks to “Diversity”, and the use of a modern typeface, Gotham, speaks to “Contemporary”.


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Gold's Gym
9
287
0
Published:

Gold's Gym

Branding, graphic design project
9
287
0
Published:
Attribution, Non-commercialAttribution, Non-commercial