A gym doesn't just train bodies, it forges attitude.
TSG Fitness Club · Fitness with an esports soul in Mallorca
TSG Fitness Club came to me with a clear brief: stand out in Mallorca's highly competitive fitness sector with an identity that conveyed strength and character. The challenge was to fuse the world of sport with the sharp aesthetic of gaming and esports.
Sharp geometry that turns physical effort into a symbol of identity and community.
Color e identidad.
The palette is monochrome, in greys: it seeks seriousness and precision, far from the bright colours usual in conventional fitness. Black and grey speak of contained strength and technology, closer to the coldness of performance than the neighbourhood gym.
The TSG monogram is born from angular cuts that recall both esports team badges and a sports club crest. The triangular symbol works like a clan emblem, with rigid proportions and sharp geometry that reinforce that sense of belonging.
A monogram with gaming code
I started from the crossover between fitness and esports to build a TSG monogram of angular strokes and geometric tension. The shield-like triangular symbol brings the clan dimension that defines gaming culture and sports teams, with positive and negative versions for maximum versatility.
Aggressive, monochrome minimalism
I opted for a monochrome grey aesthetic to reinforce the club's premium, timeless character. I defined a complete, robust and geometric typeface family that dialogues with the monogram's rigidity. The brand manual gathers all these rules so the identity applies the same way on any surface.
TSG Fitness Club now has an identity with its own personality within Mallorca's fitness sector. The mix of sport and esports results in an aggressive, recognisable brand, designed to speak directly to its community.
Este proyecto forma parte de mis servicios de brand identity.
