Athlon Fitness & Performance Brand Refresh
Branding / Brand Refinement
Positioning / Strategic Consultation
Athlon Fitness & Performance is one of the premier athletic-development gyms on the Central Coast. The only problem is that “gym” doesn’t quite get it, because “gym” invokes images of ‘roid-raging, vein-popping, bench-pressing body builders. But if that makes you say to yourself, ‘Ok, so they’re a CrossFit,’ you’d be wrong there, too.
If you want to understand Athlon properly, you’ve got to replace those images of muscles, dumbbells, and drill-sergeant trainers with images of elite athletes, precision performance, and strategic, wholistic, state-of-the-art training.
And that is exactly what we did with the Athlon brand refresh.
Athlon is an impressive team of expert trainers with over 70 combined years of higher education in everything from nutrition, to kinesiology, to sports psychology. They coach athletes and highly-driven people who want to achieve their highest levels of fitness and performance—whether on the field or in life.
With a location in San Luis Obispo and another set to open in Paso Robles in late 2018, we will be gradually phasing in the new Athlon brand over the course of 2018-19 calendar years. We can’t wait to see it all in place.
new brand highlights
The Athlon word mark is a custom-created font. It is a bold, italic, classic sports-style block font that conveys strength and movement. Of special note are the “cuts” that significantly reinforce those concepts, but that also distinguish the Athlon identity among other SLO-area fitness brands
The revised helmet mark is built almost entirely from angles used in the letters of the new word mark
The angular, thin-line, and diagonal elements used throughout the brand communicate strength, movement, and agility, as well as reinforce a sense of modern eliteness
The Athlon brand typography uses heavier weights of Heron Sans Condensed for headers and accents, and IBM Plex Sans for body copy. Both fonts convey modernness and strength, and their bold, sturdy, thin characters convey the kind of lean, light-weight strength that that is typical of athletic strength and fitness
Brand imagery reflects Athlon’s product, which is optimal athletic performance and fitness, not muscle-bound gym rats and heavy weights
Overall, the new Athlon brand aesthetic is sleek, clean, bold and vibrant; conveys movement, finesse, leanness, and strength; and accurately represents the Athlon brand as elite and first-in-class