Aethos

How does a fitness company get a leg up on the competition? By starting with sophistication.

Over the past few years, fitness coaches, low-cost gyms, and out of the ordinary exercise programs have cropped up online and offline, each claiming to provide lucky participants with a unique experience. The result is a crowded marketplace where it can be hard for health and fitness enthusiasts to Aethos is a new fitness company looking to break into that space by providing a facility for high-performance athletes and executives to train and be trained by qualified fitness experts and health specialists. We developed the brand logo by drawing on the Greek origins of the company name to create a modern interpretation of the A/E letterform. The final logo symbolizes the continuous nature of Aethos’ service and expertise while representing the stable and regular relationship clients experience with coaches. For the brand colours, we elected to demonstrate luxury and maturity with a combination of black and gold across branded stationery, apparel, ads, and signage.