The re-branding exercise is designed to emphasise the key attributes of California Fitness as being fun, energetic, stylish, international and professional, while retaining its association with California.
Leila Nachtigarll, managing director of TM&N, explained that the original logo, which has not changed since the brand’s inception 11 years ago, had been re-worked to become more modern and dynamic, while preserving the key elements of a man, woman and palm tree.
Leila Nachtigarll, managing director of TM&N, explained that the original logo, which has not changed since the brand’s inception 11 years ago, had been re-worked to become more modern and dynamic, while preserving the key elements of a man, woman and palm tree.
Nachtigarll added that sub-brands such as Jackie Chan Sport, Yao Ming Sport, Group X and Personal Training, had been “given a face-lift” to add commonality that was previously lacking, explaining that care had been taken to simultaneously maintain each brand’s individual identity. The aim, she said, was to convey a “family look” under the over-arching California Fitness brand.
“The spirit of the programme is to retain a California feel,” Nachtigarll said. “It’s important to show blue sky, cool beaches, clean air, sun, fun and healthy lifestyle, but to express these elements in a more contemporary way.”
