A new-build fitness studio required a new brand and identity system. The centre is exclusively for ladies and comprises private training rooms, open studios and gymnasium, with a cafe and an integrated beauty salon within the complex. We developed the brand positioning, design and identity, created guidelines and the tagline.

The usual spelling of the word ‘onyx’ was not available for commercial registration so the different spelling of ‘onix’ became the name. By moving the dot of the ‘i’ to over the ‘x’, we created a brand device (an energetic, leaping figure). As a lifestyle brand, the X-icon and the tagline form the basis for a range of sports-gear designs. The tagline is also extendable: Fit for her (ie ladies-only) becomes ‘Fit for Me’ (possesive, first person). A mens’ gym is planned further down the track. The slogan then becomes Fit for Him (Fit for All).

As a lifestyle brand, Onix allows its brand-mark and its X-icon to be used across a wide range of merchandise and secondary collateral. Just like the Nike ‘swoosh’, the brand can be used in a wide range of colours. For example through tone-on-tone embroidery or screen printing onto clothing and accessories.