IYA Studio’s identity for GoodMovement echoes the positive, inclusive mission of the fitness brand

In a fitness market oversaturated with expensive gym fees, technology and equipment, GoodMovement is on a mission to remove exclusive barriers and provide no fuss, simple ways to improve your mind, body and soul. Looking to shift away from the “fad, gadget-based, numbers obsessed” fitness mentality, founders Kachi and Michael approached IYA Studio to devise a visual language and identity that prioritises a more holistic and inclusive approach to exercise. 

The resulting identity, developed by the London-based studio, is grounded in playfulness and nostalgia – aptly demonstrated by the ‘G’ flower logo; a signifier of growth and positivity. For the founders, this perfectly encapsulated their natural and ‘less-tech’ brand ethos.

Opting for Grilli Type’s GT Flexa Condensed Medium as the logotype, Creative Director Matt Cottis explains it was chosen for its “approachable and welcoming” character with the distinctive ink traps “giving a nod to stretching.” Continuing this retrospective theme, the supporting copy – set in Pangram Pangram’s Editorial New and Rasmus Andersson’s Inter – further provides “a subtle 80s fitness vibe,” Cottis adds. 

Within the brand’s framework, IYA have also ensured that GoodMovement’s sub-brands will be able to “hold their own,” with a versatile system in place that will allow each one to take on its own personality. “This gives us flexibility in output and allows us to create relevant, project-specific identities for products and campaigns,” notes Cottis, highlighting that this is starting with the 100% natural rubber latex ‘GoodBands’ – the logo of which is also typeset in Editorial New. 

The charming identity is solidified with a playful yet grounded selection of colours. A natural approach was maintained, Cottis explains, “with the green and stone which are the foundations,” whilst the bolder colours are introduced as accents to the brand and product,” he concludes.

IYA Studio

GoodMovement