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New Logo for Pure Gym
 

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after

Noted Nov. 9, 2015 by Armin

Industry / Health Tags /

About

Pure Gym launched in 2009 and pioneered the model for affordable, flexible, high-quality fitness clubs in the UK. Members pay monthly and have no contract commitment. Its 98 gyms are open 24 hours a day across the UK and offer a full range of top of the line equipment including cardiovascular equipment, fixed-resistance and free weights. Each gym offers over 220 pieces of fitness equipment and up to 80 group exercise classes each week delivered by around 950 personal trainers. Pure Gym’s current membership is over 520,000.”

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Images (opinion after)
New Logo for Pure Gym
Logo detail.
New Logo for Pure Gym
Social media ads.
Opinion

Not a lot of information on this one, which is odd considering it's the biggest gym chain in Britain and it's a radical change. The old logo was as exciting as a treadmill and as fashionable as a… treadmill. Didn't quite scream "Gym!" to me. Perhaps if it had been in a Black or Ultra weight at least it would have indicated getting buff. The dot over the "y" to indicate a person was as dumb as treadmill. (Sorry, I hate treadmills). The new logo is… super weird. Yes, it's a "P", I get that part but why is it blobby? Is it meant to represent the "before" picture of people before they get un-blobby? The period is a "legacy" item from the old one but it feels so gratuitous on the logo. The rounded sans serif on the wordmark is the better update of the logo and that's not saying much as it's still not the right vibe. Maybe there is something in application on the materials or gyms themselves that would elevate this because it's clearly not to be found in their social media ads that use vintage images to try to be funny. (Spoiler: They are not).

Thanks to Jon Askill for the tip.

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