ALIRCO Fitness Group
Brand identity & art direction for 'ALIRCO' (Al Imtyaz Al Riyadi Co.) a closed joint Saudi company that adopted a mission towards creating a diverse portfolio of fitness brands in the capital city of Riyadh.
ALIRCO was born not only develop and build new fitness brands but create new fitness communities with meaningful social values that cater for all ages, genders and incomes.
Year: 2018 Type: Branding; Art Direction
how do we convey a fitness community with diverse
backgrounds as a whole?
Inspired by dynamic movements in fitness culture along with the modern architecture from the capital city of Riyadh. The identity system has been developed with great variations that can be flexible and playfully remixed to create hundreds of compositions.
Given the emphasis of young, bold & dynamic, the identity is created so that it can deliver the motto of the company. The corporate identity, extends with the use of black and white through out. Typography optimally expresses the diversity & multiculturalism aspects that ALIRCO aims for.