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”.