Better Bodies Hi
Brand Identity for Better Bodies Hi
Better Bodies Hi is a workout studio. They needed to create an environment where users after office 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.
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Better Bodies Hi by Takahiro Eto
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Brand Identity by Takahiro Eto
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Takahiro Eto Better Bodies Hi
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Takahiro Eto Brand Identity
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Better Bodies HiBrand Logo
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Better Bodies Hi Brand Identity Press Releases
Press releases for Better Bodies Hi are now accessible in these languages: English.
Better Bodies Hi Brand Identity Media Articles
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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.
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.
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.
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 Overview
Better Bodies Hi Brand Identity has been a Platinum winner in the Graphics, Illustration and Visual Communication Design award category in the year 2021 organized by the prestigious A' Design Award & Competition. The Platinum A' Design Award is recognized for honoring designs that stand at the forefront of creativity and innovation. It is the highest accolade bestowed by the A' Design Awards, acknowledging works that blend remarkable innovation with impactful societal contributions. These designs not only showcase exceptional artistic and technical proficiency but also highlight their creators' commitment to advancing the boundaries of art, science, design, and technology. Recipients of this award are celebrated for their role in shaping the aesthetics and trends of our time, contributing significantly to the enhancement of quality of life and promoting sustainable development.
Image Credits
For design images and photos please credit Takahiro Eto.
Platinum Recognition
Takahiro Eto was recognized with the coveted Platinum A' Design Award in 2022, a testament to excellence of their work Better Bodies Hi Brand Identity.
Takahiro Eto Press Releases
Discover Takahiro Eto's journey through our press releases, available for all press members and journalists to use without restrictions. Journalists, gain instant access to 1 press releases today.
Transformative Typeface Design Unveiled by Takahiro Eto for Better Bodies Hi Workout Studio
Takahiro Eto introduces a revolutionary typeface design that adapts to the user's environment, guiding and encouraging them through a unique visual experience at Better Bodies Hi workout studio in Aoyama, Tokyo.
Takahiro Eto Newsroom
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