Building a Fitness Brand for Derived Pilates
A flexible brand identity supporting Derived Pilates as it expanded from in-person instruction into weekly livestreamed classes.
Client: Derived Pilates
Role: Principal Designer
Above: Old Derived Pilates logo
About the Brand
Derived Pilates is a virtual Pilates studio that offers group sessions, personalized coaching, and specialty classes for those with specific needs. With a focus on building strength and consistency, the brand provides targeted training through accessible live-streamed sessions.
About the Project
Derived Pilates asked me to redesign their outdated logo to appeal to a modern fitness audience. The cursive font was difficult to read, and the lotus flower design was overused and often appeared in auto-generated logos online. For an emerging brand, we couldn't afford for Derived Pilates to be mistaken or overlooked. To refresh the logo, I added lotus petals to the letter "D" and introduced directional elements to emphasize the dynamic movement of Pilates. The new logo is paired with a sans-serif font and works perfectly across various media and sizes.
Above: D letterform exploration
Above: Final logomark shown with grid and outlines
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