Anytime Fitness Rebrand

The rebrand clarifies Anytime Fitness’s values of accessibility, friendliness and community. It targets busy employees who are looking for a supportive workout environment.

The existing logo was vague. It conveyed ‘fitness’ but not specifically a ‘gym’ and lacked inclusiveness. Anytime is welcome to all-fitness levels, from beginners who are looking for a place to start to experts who value accessibility; the rebrand aims to reflect that.

I was inspired by modern fitness clubs (social run clubs, Pilates clubs) and sportswear brands (ON Running, Asics) that embody similar values. The rebrand resonates with young adults who might not be familiar with Anytime’s history but are familiar with these modern brands. Building brand loyalty with this segment ensures Anytime’s relevance in the future.

The new logo is gender-neutral and communicates clearly that Anytime is a gym. The logotype forms the dumbbell bar; a flexible system where other brand words can be used in place. The downwards curve and rounded type gives the brand a friendly feel. The electric blue is accessible and gives the logo energy. The result conveys a brand that is welcome and accessible to current and future members.