Club LaCité is a sports and health facility near the LaCité apartments in Montreal. With three floors, they provide spaces such as cardio and weight rooms, health spas, tennis courts and a terrace pool for all their active needs.
The current logo is outdated and does not fit the current initiatives and environment of the health center. They require a new branding identity that is current and active for their business.
The first step was identifying what this gym is about and its initiatives. Currently, the logo includes more aspects of relaxation rather than active intensity. While the message needs to be identified clearly, the form must be up-to-date and not feature any form of a stereotypical “gym-bro” vibe, which can limit the audience, especially in an urban setting. The logo must stand out against any other gym company in Montreal to give it a new, contemporary look that is needed.
Seeing the modular buildings that the gym is around and attached to, there is a link between the rectangular buildings and the structures of the gym equipment. Embodying the spirit of strength and intensity, each level acts as another building block to step up and continue the activity. The uppercase letters in a blocky form reference the idea of strength and boldness, which are iconic for a gym establishment.
