Better Bodies Hi Brand Identity

Better Bodies Hi Brand Identity

Better Bodies Hi Brand Identity is an innovative visual communication system designed to create a transformative workout studio environment through a unique, progressive typeface design. Developed by Japanese designer Takahiro Eto in collaboration with Takaaki Nakamura and Shizuka Iijima, this comprehensive brand identity solution addresses the psychological transition from work to exercise through a sophisticated three-stage typeface transformation. The design concept uniquely correlates the gradual thickening and enlargement of typography with the physical progression through the facility, from reception to workout areas, creating an intuitive visual journey that prepares users mentally and physically for exercise. This revolutionary approach to environmental graphics demonstrates exceptional understanding of user psychology and spatial dynamics, where the typeface's skeleton and weight evolve simultaneously, challenging traditional typography conventions. The system's implementation spans multiple touchpoints, from small-scale application icons to large-format institutional signage reaching 1045mm in height, manifested across various media including digital displays, printed materials, and architectural elements. The identity system particularly distinguishes itself through its culturally sensitive approach, deliberately moving away from conventional Western-centric fitness imagery to promote achievable, incremental self-improvement. This groundbreaking work, which earned the prestigious Platinum A' Design Award in the Graphics, Illustration and Visual Communication Design category, exemplifies how thoughtful typography and environmental graphics can enhance user experience and communicate brand values through spatial progression.

brand identity design, transformative typography, environmental graphics, workout studio branding, progressive signage system, spatial typography

— Adam Dawson

CITATION : "Adam Dawson. 'Better Bodies Hi Brand Identity.' Design+Encyclopedia. https://design-encyclopedia.com/?E=455211 (Accessed on April 17, 2026)"