Better Bodies Hi Varumärkesidentitet by Takahiro Eto

Better Bodies Hi Varumärkesidentitet by Takahiro Eto is a highly esteemed winner of the very prestigious 2022 A' Design Award i Platina in Grafik-, Illustrations- och Visuell Kommunikationsdesign Competition Category.

PlatinaGrafik· 2022

Better Bodies Hi Varumärkesidentitet

by Takahiro Eto

Client: Better Bodies Hi

A' Design Award i Platina Winner in Grafik Category

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Colors

The Design

About Better Bodies Hi Varumärkesidentitet

Better Bodies Hi är en varumärkesidentitet för en träningsstudio. Identiteten bygger på ett typsnitt som förändras i tre steg. När besökarna rör sig från receptionen till träningsytan blir bokstäverna på skyltarna tjockare och större. Den tunnaste stilen används sparsamt i receptionen för att skapa en lugn atmosfär. Den fetaste stilen används i träningsytan i en höjd på mer än en meter. Typsnittet tillämpas på logotypen, webbplatsen, skyltningen och trycksaker. De föränderliga bokstäverna hjälper användarna att steg för steg förbereda kropp och sinne för träning.

The Recognition

About the A' Design Award i Platina

Better Bodies Hi Varumärkesidentitet är vinnare av A' Design Award i Platina, ett ytterst prestigefyllt erkännande som tilldelas genuint exceptionella, eleganta och magnifika designverk. Platinavinnare är skapelsens underverk, bevis på den intellektuella kreativitetens gränser, och visar sina formgivares oöverträffade yrkeskunnande och genialitet. Dessa verk förväntas vara de mest hyllade som definierar en epoks estetik, bidrar till samhällets välbefinnande och flyttar fram gränserna för konst, vetenskap, design och teknik. Better Bodies Hi Varumärkesidentitet uppvisar en transcendent nivå av excellens och gör utan tvekan världen till en bättre plats med sina fördelaktiga och värdefulla egenskaper. Better Bodies Hi Varumärkesidentitet är ett vinnande verk i A' Design Award i Platina som väcker längtan, inspirerar, entusiasmerar, förtjusar och väcker stor glädje.

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