Better Bodies Hi Vörumerkjaauðkenni by Takahiro Eto

Better Bodies Hi Vörumerkjaauðkenni by Takahiro Eto is a highly esteemed winner of the very prestigious 2022 A' Design Award í platínu in Grafík, myndskreytingar og sjónræn samskiptahönnun Competition Category.

PlatínaGrafík· 2022

Better Bodies Hi Vörumerkjaauðkenni

by Takahiro Eto

Client: Better Bodies Hi

A' Design Award í platínu Winner in Grafík Category

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Colors

The Design

About Better Bodies Hi Vörumerkjaauðkenni

Better Bodies Hi er vörumerkjaauðkenni fyrir líkamsræktarstöð. Auðkennið byggist á leturgerð sem umbreytist í þremur stigum. Þegar gestir færa sig frá móttökunni yfir í æfingarsvæðið verður letrið á skiltunum þykkara og stærra. Grennsti stíllinn er notaður sparlega í móttökunni til að skapa rólegt andrúmsloft. Feitasti stíllinn er notaður á æfingarsvæðinu í meira en eins metra hæð. Leturgerðin er notuð í merkinu, á vefsíðunni, á skiltum og prentuðu efni. Breytilegt letrið hjálpar notendum að undirbúa líkama og huga fyrir æfingar skref fyrir skref.

The Recognition

About the A' Design Award í platínu

Better Bodies Hi Vörumerkjaauðkenni vann A' Design Award í platínu, afar virta viðurkenningu sem veitt er sannarlega einstökum, glæsilegum og stórfenglegum hönnunarverkum. Sigurvegarar í platínu eru undur sköpunarinnar, vitnisburður um mörk vitsmunalegrar sköpunargáfu og sýna óviðjafnanlega fagmennsku og snilld hönnuða sinna. Þess er vænst að þessi hönnunarverk séu þekktustu verkin sem skilgreina fagurfræði tímabils, stuðla að velferð samfélagsins og færa mörk listar, vísinda, hönnunar og tækni fram á við. Better Bodies Hi Vörumerkjaauðkenni sýnir yfirskilvitlegt stig afburða og gerir heiminn tvímælalaust að betri stað með hagstæðum og verðmætum eiginleikum sínum. Better Bodies Hi Vörumerkjaauðkenni er verk sem vann A' Design Award í platínu sem vekur langanir, veitir innblástur, spennir, gleður og kveikir mikla gleði.

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