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Superior Fit

Business Task

To develop branding for a specialized fitness and wellness center .

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Solution

Wellness involves achieving balance in all aspects of human existence. The mental and visual image embodied in the logo of the fitness club is taken from a detail of a gingko biloba leaf. This tree is long-lived, with an ancient lineage, and thus has become a symbol of endurance, strength, health and longevity. The fan-like leaves of the gingko giloba resemble a Japanese fan, while the xylem and phloem veinlets on the surface are seen as representative of a person's life line, telling the story of every client's personal development and self-improvement on the path to balance. The branding of the club reflects this natural philosophy of harmony and longevity based on the concept of a healthy lifestyle.

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