Grand Prix
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Grand Prix is a fitness club with over 15 years of history and a high-end, traditional clientele. They wanted to target a younger, tech-savvy audience while maintaining a classy and timeless feel. The main goal was to create a flexible, future-proof identity that could easily scale with new sports and activities.
Got 2 awards:
We landed on a mark that features the track as a key element of sports activities — whether it’s a running track, tennis courts, swimming pool, or time and/or calorie tracking. The streakiness in the logo and other brand assets creates a sense of motion and energy. To keep things dynamic and lively, we use bold, condensed fonts, fragmented infographics, large action shots, and rhythmic graphics.
The brand identity is clean, minimalist, and timeless, yet flexible enough for future adjustments. We've incorporated plenty of negative space, which not only avoids clutter but also allows room for evolution. This approach subtly mirrors Grand Prix itself, with its open spaces and minimalist design.
The beauty of this brand identity is that it can easily be adapted to any asset or purpose — from socks and tote bags to schedules and social media. This adaptability is even reflected in the icons — they’re rhythmic, dynamic, minimalist, and, of course, streaked.
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