In 2024, alongside an ownership transition, CITYGYM shifted away from its existing fragmented, individual management approach, transitioning fully into a headquarter-integrated "directly managed store system." To support this shift, we undertook a large-scale renewal project to establish the brand's overall vision and values, building a systematic and robust new Brand Identity (BI) unique to CITYGYM.
This renewal design focuses on visually translating the strength, structure, and energetic wellness lifestyle that characterize CITYGYM as a directly managed brand.
The vibrant Red selected as the primary brand color symbolizes intense passion and energy for fitness, while expressing a confident and dominant presence as a directly managed brand. Delivering a bold visual impact, it signals the start of the dynamic fitness lifestyle championed by CITYGYM.
The wordmark captures the heavy texture and solid, sharp angles of dumbbells and circular plates through restrained, straight-line forms. The thick, bold lettering reflects our structured approach to healthcare and steadfast values, completing a graphic identity unique to CITYGYM.
An Octagon—symbolizing the solid, heavy structural presence of gym equipment and boxing rings—serves as the core graphic motif. Securely framing the wordmark, this octagonal frame represents a space that drives solid physical transformation, as well as CITYGYM’s integrated management system designed to provide members with safe and professional care.
This newly defined visual identity will be consistently applied across all customer touchpoints, including building facades, interior graphics, signage, and merchandise.
Going beyond a simple design update, this major renewal serves as a declaration of CITYGYM's rebirth as a leader in fitness, wellness, and healthcare, dedicated to delivering high-quality, directly managed services to its members.
With its striking new identity and heightened structural precision, the redefined CITYGYM stands ready to be the most reliable fitness partner for members on their journey toward a healthier life.
