64 -repetitive shape of the square 305 and the neon
surround help make it memorable.
The logo inspired our display layout, with
copy centred and the neon script font placed on
top of it. This is the strongest way to express the
brand’s irreverence. Print and web layouts are more
functional, with left justification and a third font
for body copy.
The brand’s colour palette works on two
levels. First, there’s the official colour palette
using only pink, turquoise, black and white. We
created logos using a mix of these four colours
for everyday applications. The secondary colour
palette gives the brand flexibility in mainstream
communications. It intentionally references the
LGBTQ flag, giving the brand scope to create
different lines of apparel, social posts, campaigns
and more, without people getting tired of it. The
colours also reflect the unique lighting in the fitness
studios and neon colours. They’ve been calibrated
to work together and have that 305 feeling.
Our first photoshoot tested our art direction
with photographer Virginie Gosselin, and another
photoshoot is in progress. We want to convey what
a 305 session is like through the lighting, with the
neon brand colours and dark shadows to evoke
the look of a nightclub. The images need to be
colourful and eye-catching.THE TYPE IS RIGHT
CREATIVE DIRECTOR GABRIEL LEFEBVRE
EXPLAINS HOW TWO TYPEFACES WERE
DEVELOPED FOR THE 305 BRANDBased on the visual impact we wanted 305
Fitness to have, we were after a script font
that looked like a neon sign. We looked
everywhere for one that was well executed.
Some had great capitals, others had great
lower cases, but there were problems with
letter junctions and weights. We decided to
create our own – one that would be easier
to use. The script font is always used tilted
on top of visuals to communicate the
irreverent tone of the brand.
Then came the tall, narrow letters. They
communicate the sporty, performance
side of the offering. These were inspired by
Modula Sans, created by Emigre in 1985. It
has a condensed, retro feel that contrasts
well with the neon script font. The upper
case has simple forms, which we modified
as some of the letters weren’t modern
enough. We redesigned all the capitals
from scratch, based on the fact that
we wanted the numbers 305 to form a
perfect square.ABOVE
The logo’s design
was used as the
basis for 305’s
main text layouts.PROJECT
“THE COLOURS
REFLECT THE
UNIQUE LIGHTING
IN THE FITNESS
STUDIOS AND
NEON COLOURS”