The discount fitness chain McFIT is giving itself a new face. While a bright yellow mascot in the shape of a banana used to adorn the blue lettering, now a yellow bow on an anthracite-colored background skilfully wraps itself together, forming an abstract structure. The FDP colors blue and yellow not only appear on the logo, but also on all other printed items from the McFIT brand.
I doubt whether my spontaneous association with towels was intentional on the part of the makers of the syndicate agency. Nevertheless, I see the logo as a bold step. The mysterious is just interesting. You can also see that everything has been thought of by changing the spelling from “McFit” to “McFIT” – probably to put the logo on a wide base.
The fitness chain generally wants to move away from a cheap image towards a premium image - in keeping with the new McFIT experiential training offerings. In addition to the complete corporate identity, the price was also changed and increased by €3.00 overnight. At least you can shower for free now.
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.
