铂金 平面 · 2022
Better Bodies Hi 品牌形象识别
by Takahiro Eto
- A' Design Award 铂金奖 2022 in 平面
- CLIENT: Better Bodies Hi
- Estimated Number of Design Views: 2,630,024
- Verification code F836DC5FEF · Verify this award
Colors
About Better Bodies Hi 品牌形象识别
Better Bodies Hi 是为一家健身工作室打造的品牌形象识别系统。该识别系统以一款分三个阶段渐变的字体为基础。当访客从接待区走向训练区时,标识上的字体逐渐变粗、变大。最纤细的字体样式在接待区被克制地使用,营造出宁静的氛围。最粗重的字体样式则应用于训练区,字高超过一米。该字体被运用于标志、网站、导视系统及印刷品之中。这种层层递进的字体变化,帮助使用者一步步让身心为运动做好准备。
About the A' Design Award 铂金奖
Better Bodies Hi 品牌形象识别是 A' Design Award 铂金奖得主，这是授予真正卓越、优雅和宏伟设计的极具声望的认可。铂金奖得主是创造的奇迹，是智力创造力极限的见证，展现出其设计师无与伦比的专业精神和天才。这些设计被期待成为定义一个时代的美学、造福社会、并拓展艺术、科学、设计和技术边界的最负盛名的作品。Better Bodies Hi 品牌形象识别展现出超凡脱俗的卓越水准，以其有益而宝贵的特质毫无疑问地让世界变得更美好。Better Bodies Hi 品牌形象识别是一件赢得 A' Design Award 铂金奖的作品，它唤起欲望，启发人心，令人愉悦，并迸发出巨大的喜悦。
Press Kit
- 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.
