Planet Fitness Rebrand

Identity

A refreshed identity system for one of the largest fitness brands in the United States.

Planet Fitness caters to a large market, prioritizing the first-time gym user. The new identity gives them a sleek, contemporary look that helps to reimagine the modern fitness image.

Before
After

To stay consistent with Planet Fitness’s “Judgement-free Zone” ethos, the new visual identity abandons photography in favor of a more inclusive look, using the ring in the mark as a repeated pattern throughout.

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