So I belong to this gym called Equinox.  It's actually a chain of gyms. Some of you living in the larger metropolitan cities in North America and parts of the UK may be familiar with it. Some of you maybe members yourselves.
When it first opened in my neighborhood a few years back, I remember people raving about it. So I decided to check it out. The first thing I was confronted with, was this horrendous black and white oval logo, with a sort of Saturn ring around it.
Surely I was in the wrong place.

I am a self-described logo snob. I have avoided businesses in the past just because I have disliked their branding, logo, colors, tagline etc. I know, I know, all you fellow branding designers are going to bring up Neumeier who said  "A brand is not what you say it is, it's what THEY say it is".
"They" obviously being the customers.  Agreed. But why can't we have it all? A beautiful logo and a beautiful experience?

Back to my gym initiation story.
I caved. I joined. Sitting in the cubicle,  I remember signing the contract on this ugly letterhead and feeling dirty because their logo did not match my design sensibilities.  As punishment, (for me criticizing their logo) every morning I am still confronted with it emblazoned on the front doors. (It's still there as we speak). At least it looks bearable in this semi transparent glare glass state. Not.





I weighted and waited. I was convinced that a graphic designer or branding guru would approach the CEO and point out the shortcomings of their brand identity.  Was I the only person bothered by this ugly logo?
Don't get me wrong. The original typography in the oval is great. The Q has a personality to it and the letterforms are clean, bold and unpretentious. But why all the extraneous stuff? The Saturn / motion reference, black, white, the moon, the sun, wait no stars?
Would you buy a t'shirt with that logo on it? A mug perhaps? How about a baseball cap? I didn't think so.
Surely a refresh or redesign was coming soon. Right? Right?!

It finally came. (A couple of years after I joined, but hey better late than never).

                         

     






There are two reasons why I am writing this blog.
One is to to prove that simple design always prevails. And good design is all about E D I T I N G and versatility. 
And two, is to show my appreciation and gratitude to not only the owners of the company, but also to the New York office of The Partners , the agency behind the new design. 
I want to personally thank everyone involved and express my gratitude for making my gym going experience an even more visually appealing one.

Now I might have to splurge on that beanie I saw at the shop the other day.