Smena fitness centers corporate identity

Overview   Process  

Task: to design a corporate identity for a chain of fitness centers.

Smena is a chain of fitness centers which stands for being approachable and affordable for everyone. In our studio we’ve prepared a corporate identity and a logo for the company.

An I-beam muscled into a C-shape is a solid core for the corporate identity

Release date: April 28 2012


artistic director
Artemy Lebedev
art director
Ludwig Bistronovsky
Roman Sumtsov
Sergey Kleschev
Masha Menshikova
type designer
Taisiya Lushenko
Filipp Luschevsky
secret advisor
Vladimir Pavlenko
Ekaterina Kasimova
Aleksandr Nosikov
Jenia Filatova
project manager
Irina Ostasheva
The horizontal and vertical versions of the black and white logo

Smena’s defined and ripped business card is a strong statement
A glass of water between sessions is a bliss

Cool cooling down

Smena’s outdoor advertising.

The main chart mapping different club zones, a brief description for each, class details and targeted results.

Any first-timer can work out the structure and schedule of the athletic club

An optical illusion greets visitors at the door and sets the mood for a positive workout

For even easier navigation inside the center, all doors are marked with special pictograms.

The schedule leaves no room for guessing on what is when

The sign at the entrance sets the tone
Corporate balloons are quite uplifting

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