Soul Pilates identity, 2015

"Pilates & Fisioterapia: Nourishing the body and the soul."

 

The owners of this exclusive pilates studio, located in one of the most affluent towns in Brazil, approached us to create a sophisticated identity to match their rarified aesthetic for the studio and to appeal to their clients.

The Logo

We developed a custom typeface based on the defining principles of Pilates: a strong core and flexibility. Good form in Pilates results in simple beautiful lines; similarly, the letters in the bespoke typeface leverage simple geometric shapes to create a mark that echoes the movements. Because the practice is dynamic and fluid, we developed a series of variants on the primary logo to ensure that the supporting materials are always on message, but never static. The company tagline expands on the motif.

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