The Pulse of Human Performance
Client: Academy of Exercise & Fitness (AEF)
Agency: Different Division (DiffDiv)
About
AEF (Academy of Exercise and Fitness) unites fitness enthusiasts and nurtures aspiring instructors. Also offering corporate wellness programs for businesses, the visual identity for AEF aims to capture these dynamic aspects.
Process
People development, progress and performance were key catalysts for conversations. Collaborating closely with the founders, we prioritised a people-centric approach in developing an identity and narrative that encompasses these values.
Brand Narrative: Pulse of Human Performance
The AEF logo was drawn from the ground up using blocks and modules. We enhanced the letter weights with a progressive slant and injected a continuous gap line from the negative space that starts from the letter A and extends across the remaining letters like a performance graph.
Close collaboration with the founders gave us the opportunity to weave in the human element through the letter A, forming the Chinese character 人, which represents human or people.
People development, progress and performance were key catalysts for conversations. Collaborating closely with the founders, we prioritised a people-centric approach in developing an identity and narrative that encompasses these values.
Brand Narrative: Pulse of Human Performance
The AEF logo was drawn from the ground up using blocks and modules. We enhanced the letter weights with a progressive slant and injected a continuous gap line from the negative space that starts from the letter A and extends across the remaining letters like a performance graph.
Close collaboration with the founders gave us the opportunity to weave in the human element through the letter A, forming the Chinese character 人, which represents human or people.
We created 3 logo lockups for different scenarios - vertical, horizontal and an alternative lockup. Proposed Manifold CF Heavy Oblique by Connary Fagen, a display font that aligns to the same degree as the wordmark.
We also curated a colour palette and specified the values for different colour formats to ensure consistency.
We also curated a colour palette and specified the values for different colour formats to ensure consistency.
