Visual Identity for Fitness: A guide for creating an engaging design for your brand!

Visual Identity for Fitness: A guide for creating an engaging design for your brand!

Visual Identity for Fitness: A guide for creating an engaging design for your brand!

Visual Identity is a combination of elements such as shapes, colours and images that enable people to understand and relate to your brand. People have always been drawn to visual content, so it’s vital to create an engaging design for your brand that will allow you to show your character and personality.

Fitness related industries, whether they are personal coaches or yoga instructors need to have a number of visual content both offline and online, to ensure that their brand is being communicated in a 360 approach.

Offline & Online Visuals include:

• Updated class descriptions and schedules
• Special event flyers and bulletin announcements
• Seasonal promotional material
• Facebook or Google advertisements
• Monthly member newsletters
• Class package and pricing sheets
• Branded apparel designs
• Print ads for local newspapers and magazines
• Educational infographics for social media
• Website graphics, banners, and icons
Design Pickle – Graphic Design Services For Health, Wellness, And Fitness Content Marketers

These might seem a lot to consider especially if you are a solo practitioner, but regardless of business size and marketing budget, there are a number of free online graphic design services, like Canvas and Crello, that can help you create and retain a consistent visual identity.
Start by reading below our key points to consider when creating your visual identity.

Firstly and most importantly, create a ‘Mood Board’; A collection of images, colours, shapes, and any other graphic material that you identify with your brand. These can be images of buildings, landscapes, words, people etc. Think of it as a ‘collage of inspiration’ for your brand.

Next step is to try and create some rules for your visual identity. These are not specific rules but rather what you have chosen, in terms of shapes, colours, textures etc. Once you identify those rules, stick to them throughout your offline and online marketing. You need to be consistent with your visuals so that people can recognise your brand as easy as possible.

A very important part of your visual identity is your colour palette. Choose the right colours for your brand and make sure that they communicate your strengths in order to attract the right people. „When choosing a colour palette, go for something with 1 to 3 primary colours, as well as an extra 1 to 3 secondary colours that complement and contrast each other.“ 20 Brilliant And Helpful Graphic Design Tips For Non-Designers

We have gathered below our top suggestions for primary colours from our own experience from working with fitness brands.


9 Tips to Create Your Own Fitness & Gym Logo

9 Tips to Create Your Own Fitness & Gym Logo

„Red is the universal sign of excitement, passion and anger.“
99 designs – Logo colors: what’s best for your brand?

It catches peoples attention and suggests a feeling of excitement and adrenaline rush, which could work great for you if your are working along those lines.




9 Tips to Create Your Own Fitness & Gym Logo

9 Tips to Create Your Own Fitness & Gym Logo

„Orange is an invigorating, playful color“
99 designs – Logo colors: what’s best for your brand?
If you do not want to use red but still want to use a vibrant colour that suggests fun and energy, then orange is for you! Bear in mind that orange is used less often by brands than red so it could mean more chances of your brand standing out.






9 Tips to Create Your Own Fitness & Gym Logo

9 Tips to Create Your Own Fitness & Gym Logo

„It exudes cheer, and your brand will radiate an affordable, youthful energy.“
99 designs – Logo colors: what’s best for your brand?
If you are a young, fresh company that is passionate about helping people and providing affordable fitness services then yellow could be great fit for you.





9 Tips to Create Your Own Fitness & Gym Logo

9 Tips to Create Your Own Fitness & Gym Logo

„Blue symbolises trustworthiness and maturity.“
99 designs – Logo colors: what’s best for your brand?
It will suggest that you are a serious business that potentially has experience and skills. Bear in mind that a lot of businesses use blue so make sure to use a more uncommon shade that will make you stand out.






9 Tips to Create Your Own Fitness & Gym Logo

9 Tips to Create Your Own Fitness & Gym Logo

Black is the king of slick, luxurious and modern designs. It suggests both an expertise in the subject while still looking smart and modern. It’s easy to use in a variety of media but make sure to combine it with a few more vibrant colours, to make it look less ‘jarring’.





9 Tips to Create Your Own Fitness & Gym Logo

Finally pink might look like a surprising choice for a fitness brand but it is considered by millennials as a modern, fresh and playful colour that could work perfectly for your business if your are targeting a younger demographics. Again, make sure to pair it with a few less ‘playful’ colours to balance it out.




Once you have defined your colour palette, choose your typeface(s). Typefaces are also a form of visual identity as they can appear pretty much everywhere in your marketing, from your website to your social media announcements to your fliers.

There are no specific rules to choosing the right typeface for your brand but there are a few key points to look for; sharp edges suggest a more rigid look while round ones suggest modernity and playfulness. Serif typefaces are usually more traditional and suggest elegance and femininity, whereas Sans-serifs are more modern and are used more commonly nowadays.

Look for typefaces that are clear and readable in both large and small sizes and make sure that if you are using more than one typeface, they all implement each other. Font Squirrel and Typotheque are great sources for a browsing and testing typefaces.

Images are a great form of visual communication, especially because of the amount of detail they can convey. For fitness related industries, images that show movement and bring out a sense of excitement, happiness and satisfaction are usually the most common ones. Knowing your audience will help you gain a clear idea of what kind of imagery to go for but a few key factors to consider when choosing the right images are the context and image treatment.

9 Tips to Create Your Own Fitness & Gym Logo

9 Tips to Create Your Own Fitness & Gym Logo

9 Tips to Create Your Own Fitness & Gym Logo

9 Tips to Create Your Own Fitness & Gym Logo


Context includes any people, animals, objects and landscapes within an image. Make sure that if you are using people in your imagery, they have the right age, race and physical condition based on your target audience. Also the environment in which the image is taken can also imply where your audience is located; a city landscape versus a beach landscape.

Image treatment is considered to be the way an image is stylised and enhanced to suggest a certain emotion. For example bright images with high contrast colours can convert excitement, whereas more pale colours can convey peace and serenity. You might want to add some shapes on the images to highlight some movement or perhaps make the image fade out to suggest calmness.



It’s important to take all these suggestions with a pinch of salt and remember to challenge your creativity. Whilst doing research and looking at competitors is the first step, being original and innovative will be the icing on the cake. Don’t be afraid to try different types of typefaces and filters, play with different colours and approaches until you get the right combination that expresses your brands character. And remember that this is a learning experience, you will always have room to improve your visual identity so make sure to research and observe from all possible resources.

Maria Kyprianou

Maria Kyprianou

Digital Marketing Expert

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3 Successful Fitness Websites and Why They Work!

Successful Fitness Websites

Successful Fitness Websites

A successful website is essential for building your fitness business, communicating impactful marketing messages and connecting you with your customers. Regardless of size, location and market, your fitness business needs to be online, and creating a successful website is vital for when your prospective customers start looking for you.

It is very much a ‘Judge a Book by its Cover’ kind of thing, and you will literally have seconds to make a good impression, so make it last!

We have created and presented you a list of 3 successful fitness websites that work equally good for different reasons.

Kayla Itsines is a successful personal trainer, who works solely with women worldwide with a clear goal of improving their health and fitness. She offers 28 minute workout sessions for all fitness levels, in order to help women increase their fitness and strength. For over 10 years, she has managed to built a workout community of thousands of women, with over 11 million Instagram followers and 300 thousand YouTube subscribers

Kayla has done a fantastic job in identifying her target audience and marketing goal which she clearly translates in her fitness website.

The moment you enter her website, you are faced with the ‚hero banner‘. The use of the vibrant pink colour and Kayla’s picture of her working out, clearly indicates that she is targeting women who are looking for serious results in their fitness plan.

This very much ties to the 7 second rule“ ; When a user enters your website, you have about 7 seconds to capture his attention and encourage him to explore even more. Within those 7 seconds „you need to make three things clear; what you do, who you do it for, and why your service is the best.“ (The essentials for a successful fitness website)

Your website users are not going to start scrolling down your website or clicking on different pages if they are not interested in what you do. And to do that they need to know what it is you do from the first thing they see – your hero banner. Make sure you create a short and catchy message on your homepage headline. Why not try having someone with fresh eyes look into it; Have a couple of friends look at your website to see if they can define what you do.

„Adriene Mishler is an international yoga teacher from Austin, Texas, who provides high quality practices on yoga and mindfulness at no cost to inspire people of all ages, shapes and sizes.“ (Yoga with Adriene)

„Her mission is to take her yoga practises into homes and schools by providing tutorials on her YouTube channel“ (Yoga with Adriene) 

Adriene has managed to built an online community of over 5 million YouTube subscribers and 6000 thousand Instagram Followers.

Her website visitors get a clear image of who she is and what she does the moment they land on her homepage.
The look of her website emits a sense of  honesty, care and trust, with the use of a soft colour palette, light typography and a variety of personal images that are carefully edited to suggest serenity and peace – a clear connection to her yoga practise.

„People buy people and this is even more-so when it comes to selling personal training.“
(How to Built a Credible Fitness Website, according to Stanford University)

Even though her workouts are completely free, her websites end goal is to get visitors to subscribe to her weekly newsletter, where they will receive calendar updates, new tutorials, blog posts and any events/workshops that she is attending. A great way to do that is by having a primary CTA (Call to Action) at the very top of her homepage, prompting users to subscribe to her list.

Her secondary CTA is placed at the bottom of her homepage. ’Find what Feels Good’, is a platform of exclusive online classes provided by Adriene and guest instructors, where she is offering subscription packages. It is clear that this platform is not part of her primary services, but something extra that people who have already undertook her free classes could decide to continue with. What’s really great about it is that she is offering a 7-day free trial, a great way to motivate users into trying her services without being tied up to a monthly subscription.   

Adriene manages to communicate her brand personality, goals and expertise through her blog posts, videos, networks and events, all clearly displayed in her website. The end result, creating a successful fitness website!

Fit bottomed world is an online platform run by fitness professionals – Jennipher Walters and Kristen Seymour. The idea you ask? „That fit bottoms come in all shapes and sizes — and that you’re more than the number on the scale.“
(Fit Bottomed Girls)

Through the years they have managed to built an online community of 170 thousand Facebook followers and over 20 thousand Instagram followers.

Based on a very body-positive message, their website suggests a strict-free, fun-filled approach to health and fitness targeting the everyday man and woman who wants to have a healthy fitness plan, minus the stressful diets.

They have a very empathetic and understanding approach towards their customers, which they clearly communicate on their website, with the design and tone of voice they are using in their content. 

„Grabbing your visitor’s attention is one thing, but keeping them on your website is something totally different.“
(The Essentials for a Successful Fitness Website)

Fit bottomed girls are experts when it comes to keeping people on their website using their content. They offer a variety of high quality articles, videos and podcasts on subjects such as fitness workouts, nutrition plans, meditation sessions and exclusive services for new mums! All while still still being funny and witty.

While their primary goal is to drive traffic to their website and get people to subscribe to their mailing list, their secondary goal is to drive the real fans to their coaching page where they offer exclusive courses on a pay as you go system.

Fit bottomed girls is a great website for businesses who have a lot of content to offer but still want to communicate their brand personality consistently.


What is the conclusion?

Any type of business functioning in this day and age should be present online, especially with the variety of low cost resources available. Creating a successful website though requires a lot of research and planning before you ever start thinking about colours and fonts. Take your time to clearly define your target audience and brand goal and work from there.

Look around to see what your competitors are doing but don’t copy their websites. They might work for them but it does not guarantee you any success and could damage your business.

There is no precise method to building a successful website, but following these tips and examples will move your business towards the right path. And remember, less is more!