Darling Visual Communications’ playful identity for Gen A avoids typical fitness brand stereotypes
Typographically reflecting the themes of balance, flexibility and strength at the core of the company, Singapore-based studio Darling Visual Communications have produced the identity for local fitness studio Gen A, resulting in a delicate, fruitful and hard-working visual language.
Using playful lines both as an ownable symbol for the brand, as well as informationally directional, Gen A’s solution is rife with typography festivity; an airy and featherweight feeling that is avoidant of the typical fitness clichés. Built upon a graphic system that shows its affability through the application of even minimal amounts of content, the identity has a quiet refinement to its tone – from the semi-luxury-esque colour palette to the confidence of its simplicity.
Requiring an equally as confident, and immensely diligent, typeface to handle the reliance on type that their solution has, Darling Visual Communications opted for Dinamo’s Favorit to take on the task. “The typeface is straightforward and versatile by nature and represents honesty and precision,” Creative Director Chin Yuanhong tells us, “we particularly liked the fact that while the typeface has a solid geometric rigidity, it embraces certain subtle oddities,” some that echo the environment of Gen A’s studios. “The typeface also moves effortlessly between being a central design element or playing a supporting role in editorial design,” Chin Yuanhong adds, “which allows consistent application.”
Further encapsulating the fitness studio’s character, Chin Yuanhong recalls the adjustment to Gen A’s name – a result of the abbreviated full name ‘Across Generations’ – and the prominence of the stylised ‘A,’ inspired by the owner’s dedication to mobility regardless of age groups. “Using the circle was a sensible touch,” Chin Yuanhong concludes, “as it signifies an all-encompassing entity.”