Better Bodies Hi Merkidentiteit by Takahiro Eto

Better Bodies Hi Merkidentiteit by Takahiro Eto is a highly esteemed winner of the very prestigious 2022 A' Design Award yn Platina in Grafyk, Yllustraasje en Fisuele Kommunikaasje Ûntwerp Competition Category.

PlatinaGrafysk· 2022

Better Bodies Hi Merkidentiteit

by Takahiro Eto

Client: Better Bodies Hi

A' Design Award yn Platina Winner in Grafysk Category

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Colors

The Design

About Better Bodies Hi Merkidentiteit

Better Bodies Hi is in merkidentiteit foar in fitnessstudio. De identiteit is basearre op in lettertype dat him yn trije stadia transformearret. As besikers fan de resepsje nei it trainingsgebiet gean, wurdt de belettering op de buorden dikker en grutter. De tinste styl wurdt spaarsum brûkt by de resepsje om in rêstige sfear te kreëarjen. De fetste styl wurdt brûkt yn it trainingsgebiet op in hichte fan mear as ien meter. It lettertype wurdt tapast op it logo, de webside, bewegwizering en printe items. De feroarjende belettering helpt brûkers om lichem en geast stap foar stap ta te rieden op it oefenjen.

The Recognition

About the A' Design Award yn Platina

Better Bodies Hi Merkidentiteit is in winner fan de A' Design Award yn Platina, in ekstreem prestisjeuze erkenning foar wier útsûnderlike, elegante en prachtige ûntwerpen. Platina-winners binne wûnders fan skepping, tsjûgenissen fan de grinzen fan yntellektuele kreativiteit, en litte it ûnevenaardige profesjonalisme en sjeny fan har ûntwerpers sjen. Fan dizze ûntwerpen wurdt ferwachte dat se de meast ferneamde wurken binne dy't de estetyk fan in tiidrek bepale, bydrage oan it wolwêzen fan de maatskippij en de grinzen fan keunst, wittenskip, ûntwerp en technology ferlegge. Better Bodies Hi Merkidentiteit lit in transsendint nivo fan treflikens sjen en makket de wrâld sûnder mis ta in bettere plak mei syn foardielige en weardefolle skaaimerken. Better Bodies Hi Merkidentiteit is in winnend wurk fan de A' Design Award yn Platina dat winsken wekker makket, ynspirearret, entûsjasmearret, behaachet en grutte freugde opwekket.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Better Bodies Hi is a workout studio. They needed to create an environment where users after work could gradually prepare their body and mind towards exercise. Therefore, they designed a typeface that transforms in three stages. As users move from the reception to the workout area, the typeface of the sign gradually changes to a thicker and larger. The typeface gradually guides and encourages the user to work out. They used this typeface in logo, website, and products, to create a brand identity.
Dimensions & Packaging: This specialized typefaces has been used for everything from small application icons to institutional signage up to 1045mm in height. It has also been displayed in a variety of ways, from printed materials to digital signage, cutting sheets, and acrylic.
Tags: Brand Identity, Branding, Visual Identity, Logo, Signage, Typeface, Experience
Production Technology: A typeface that transforms in three stages was developed for this project. As that typeface gradually gets thicker, the diagonal lines increase, giving it a more lively look. In the reception area, the thinnest typeface is used sparingly to create a relaxed atmosphere. In the workout area, the boldest typeface is used at a size of more than one meter to encourage users. The use of different typefaces depending on the user's situation contributes to the quality of the user's experience.
Design Challenge: In Japan, advertisements for gyms often use pictures of very fit Westerners. Of course, Japanese do not become Westerners as a result of workout. BETTER BODIES HI conveys the message that you can improve your body and your life by making incremental changes to your current self. Therefore, They have visualized the "change". The difficulty was in managing the three different typefaces. They designed guidelines and format data so that the client could operate the typeface themselves.
Inspiration: Normally, the weight of a typeface changes, but its skeleton does not change significantly. For a long time, I have been wondering if it is possible to create a typeface whose skeleton also changes when its weight changes. Also, in general signage projects, the typeface used is limited in order to give a sense of unity to the space, but I was wondering if it would be possible to change the typeface to match the function of the space. These two ideas became the inspiration for this design.
Project Duration: The project started in November 2018 and opened in Aoyama, Tokyo in March 2020.
Operation Flow: It is impossible for a user who has just returned from working in an office to start training hard right away. It is necessary to gradually prepare the body and mind. For this reason, the sign at the reception desk is small and modest. The locker sign is a little larger. Signs in the workout area are very large. By changing the signs according to the user's situation, the user can gradually become more prepared.
Team Members: Takahiro Eto
Takaaki Nakamura
Shizuka Iijima