Jay Liu channels the theme of transformation in his sleek variable identity for META Performance

Located in the central business core of Singapore, META is a high-performance, goal-oriented boutique gym that specialises in body and lifestyle transformations. With highly tailored and personalised strength and fitness programmes on offer, they approached Singapore-based designer Jay Liu to develop a fitting identity for the space that would also represent the diverse spectrum of body shapes and weights of their clientele.

This idea led Liu to develop a sleek and sophisticated variable identity, with a striking use of typography centred around Pizza Typefaces’ Orelo. The variable sans serif, designed by Adrien Midzic, features most prominently as the brand’s wordmark, with the uppercase lettering showcasing the typeface’s high contrast strokes and tapering terminals. Liu reveals that Orelo was chosen “for its extended look and seamless morphing.” This, he felt, provided an “understated touch.”

In its varying forms, Orelo takes on different weights throughout the brand’s print, digital and environmental assets – from business cards to water bottles. In the brand’s film, created by Jonathan Paul, the wordmark expands and contracts – emulating the motion of inhaling and exhaling – in the workout-fuelled gym setting. “With Orelo leading the key idea of type ‘transformations,’” Liu continues, “Whyte Inktrap was considered for its sharp and iconic properties.” The sans serif designed by Dinamo serves as a highly-legible accompaniment to Orelo, with unique inktrap detailing adding a ‘chiselled’ touch to the typeface.

Alongside the palette’s monochromatic tones, a magenta hue is used thoughtfully as an accent colour. A vibrant neon glow against the high-end black backdrops. “Magenta was suggested for its gender-neutral and energetic properties,” Liu notes, “adding a gym ‘club’ impression for its diverse group of clientele.”

Jay Liu

META Performance