iFIT recently rebranded and made updates to help refine, tighten up, and give the iFIT brand more polish and consistency. Let’s take a behind-the-scenes look at how the team approached this considerable undertaking. Overall, we’re pleased with how everything turned out. The new look feels fresh and polished without straying too far from what made iFIT great in the first place. We were excited to see how this new branding helps take iFIT to the next level!
One of the first things we did was take a closer look at the existing logo. Over the past ten years, the iFIT logo has been modified twice. Each time the logo was tweaked, and overall consistency was never addressed. So we took the opportunity to address a few essential items ranging from simplifying the “T” letterform to readability and overall balance of the logo. The iFIT logo design is a thoughtful representation of our brand promise. By setting the "i" in lowercase, we give it emphasis. On its own, it becomes an acronym for inclusivity, innovation, interaction, and immersion. The separation also allows FIT space to represent our focus on total health and wellness. The logo’s rounded curves make it personable, approachable, and universal.
We also updated the color palette and typeface family to something more modern and aligned with the fitness industry. And last but not least, we created a set of guidelines that would help ensure consistency moving forward—something that was sorely lacking in the previous incarnation of the iFIT brand.
A lot goes into rebranding—far more than just updating a logo. A team of us was focused on building and defining the brand foundation while managing a ton of different irons in the fire ranging from new packaging, apparel, and general corporate needs for a company transitioning to a new name. We knew we wanted to create a fresh, modern look for iFIT that would appeal to our target market while still being true to our roots.
We implemented the new branding on a new packaging line that iFIT was planning to launch throughout the year. They ranged from nutrition to lite exercise packaging.
No matter the project size, there is always a team behind the overall success or failure of the project.This team was made up of the following;
• Dave Isleib :: Senior Brand Designer
• Mark Hardin :: Senior Brand Designer
• Rebecca Sanders :: Senior Copywriter
• Colby K. Anderson :: Director of iFIT Branding