健身工廠於 2006 年創立自高雄,在 2018 年歷經第 12 個年頭。健身工廠為本土第一健身品牌,經營上一路從南罷天揮軍北上,創立至今正值需建構更好的品牌識別形象為企業加持的時機,因此在這次的品牌重塑計畫中,目標在為健身工廠樹立更清晰的核心價值和品牌願景。
新的健身工廠 Logo 取自 Fitness Factory 的縮寫 FF,以現代簡約的扁平化設計為主要方向,希望能夠展現出年輕、流行與活力的氣息,透過上下對稱的FF構成一個前行中的箭頭,象徵著運動的速度與律動、健身的鍛鍊與能量,而主色調黃色代表南台灣熱情的太陽,搭配輔助色黑色展現沈穩、內斂與堅定的品牌信念,呼應著精神標語「強國必先強身,有志者事竟成!」。

Fitness Factory was founded in Kaohsiung in 2006. 2018, the 12th year since its establishment, Fitness Factory has already become the no.1 local fitness brand and has been expanding all the way from southern Taiwan to the north. It is the perfect timing to upgrade for a better brand identity and to portray the brand’s future. Therefore, our goal is to identify and establish the core value and brand vision for Fitness Factory through this rebranding.
The new Fitness Factory logo takes form from the abbreviation “FF” of Fitness Factory. We took a modern, minimum, and flat design approach to show a younger, pop, and energetic attitude. The symmetrical “FF” constitutes a forwarding arrow that symbolizes the speed and rhythm of sports also the energy and exercise of fitness. The primary brand color, yellow, represents the passionate sun of southern Taiwan to go with the secondary brand color, black, which shows Fitness Factory’s character: calm, restrained, and determined. We aim to each with the brand slogan: “ It takes strong citizens to form a strong nation. Where there’s a will, there’s a way.” through this new, impactful brand identity.
Client:健身工廠 Fitness Factory
Production:沛肯品牌視覺行銷 Plugin B&V
Director:賴殷偉 Ray Lai
Project Manager:林思妤 Sandy Lin
Designer:卓宥杰 Saku Cho/林瑋恩 Weien Lim
                    黃英凱 Daviz Huang
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