At Ono Creative, we thrive on pushing boundaries in brand identity design, helping businesses evolve while staying true to their core values. One of our latest conceptual projects explores how Gymshark, one of the most influential fitness brands, could elevate its identity to better reflect the grit, energy, and movement of its community.
ON THIS ARTICLE
Why Rebrand Gymshark?
Gymshark has built a powerful presence in the fitness industry, but as the brand grows, so do the expectations of its audience. While its current aesthetic leans into influencer culture, we envisioned a more action-driven identity — one that speaks directly to dedicated athletes and gym-goers who live and breathe fitness.
Our goal was to create a fitness brand design that captures movement, intensity, and strength, making Gymshark not just a name but an experience.
The Design Breakdown: Our Key Choices
A Shark-Inspired Logo with Hidden Meaning
Logos are more than just visuals; they tell a story. We crafted a sharp, dynamic mark that subtly integrates the letters “G-Y-M” within the form of a shark. This minimalist logo design creates a sleek yet aggressive visual, symbolising agility, power, and relentless momentum—qualities that define both sharks and athletes. For those curious about the Gymshark logo meaning, our design emphasises movement and strength, reflecting the brand’s core values and the relentless drive of its community.
A Bold, High-Energy Aesthetic
The rebrand introduces a modern fitness brand identity with a fresh, high-contrast aesthetic designed to ignite motivation. We moved away from passive, posed imagery and embraced visuals that showcase motion, sweat, and raw intensity. This approach fosters a deeper emotional connection, aligning with Gymshark’s mission to empower people through fitness.
A Versatile Visual Identity for Apparel & Digital
A strong brand must translate effortlessly across multiple touchpoints. Our apparel brand design ensures the new identity thrives on gym wear, accessories, and digital platforms. Whether on clothing, gym walls, or social media, the bold graphics and dynamic typography reinforce a sense of movement and purpose.
Brand Evolution: The Next Step for Gymshark
Great branding isn’t about change for the sake of change — it’s about strategic brand transformation that enhances relevance while staying authentic. This conceptual rebrand shifts Gymshark toward a more active, performance-focused identity, making it a true representation of the athletes who wear it.
What Do You Think?
Would you wear this Gymshark rebrand? We’d love to hear your thoughts!
If your brand is ready for a transformation, let’s create something extraordinary together.
Explore more of our branding and identity design work and reach out to discuss your next big move.