Planet Fitness is a franchise of affordable fitness centers across America, known for promoting a judgement-free zone for its members. The goal of this rebrand was to align the brand's values with its overall design, which was previously misaligned. The key challenge was to balance brand equity while bringing a youthful, energetic, and optimistic feel to the design.
The primary focus was the brand's logo, which had to capture the energetic and uplifting spirit of Planet Fitness. The new logo was used as a guiding light for other elements of the brand, including typography, color palette, and photography. The new direction emphasized a bright and bold color scheme, with hues of purple and blue that evoked feelings of energy and positivity. Planet Fitness incorporated a more approachable, conversational language into the brand messaging, highlighting the inclusivity and affordability that Planet Fitness offers. The photography of the brand is more inclusive visually with people of different ages and sizes often with others having fun.
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