The discount fitness chain McFIT is giving itself a makeover. Where a bright yellow banana-shaped mascot once adorned the blue lettering, a yellow ribbon now intertwines skillfully on an anthracite background, forming an abstract shape. The FDP's colors of blue and yellow are disappearing not only from the logo but also from all other McFIT branded printed materials.
I doubt whether my spontaneous association with towels is intended by the makers of the syndicate agency. Still, I see the logo as a bold move. The mysterious is just interesting. The fact that everything has been thought of can also be seen in the adaptation of the spelling from “McFit” to “McFIT” - probably to put the logo on a wide base.
The fitness chain is generally trying to move away from its budget image and towards a premium one – perfectly in line with the new McFIT experience training offerings. In addition to a complete corporate identity overhaul, the price has also been changed, and suddenly increased by €3.00 overnight. At least showering is now free.
Also worth mentioning is the new Twitter campaign – in which the marketing team made a small but consequential blunder. The hashtag #derwilleindir is presented with spaces (presumably for better readability) on various posters. The problem: More and more tweets with the hashtag #der are now appearing. Embarrassing, very embarrassing.
