Balans by TUUT

CLIENT

A training studio whose purpose is to work body and mind by combining different techniques (e.g., pilates and functional training) to achieve consciousness of movement and a better quality of life. Their audience is young people in search of a healthy and conscious workout.

BRIEF

Develop a name and visual identity that incorporates a sense of motion to show the equilibrium achieved in classes. The name and identity should reflect the values of the company, such as equilibrium, body consciousness, and quality of life. The signature should be creative and flexible.

APPROACH

The name, Balans (Dutch for equilibrium), was chosen to communicate the equilibrium and dynamism we found to be fundamental for the studio’s process and lifestyle. With the name’s approval, we opted to create a system of signatures referring to movement and the different positions and exercises experienced during classes. Inspired by the practical lessons we had at the studio, six different signature compositions were created by varying the glyphs used in the name. We also considered the balance of physical movements and emphasized simplicity to aid readability.

When we first spoke to TUUT we knew the greatest challenge for this project was to create, from name to visual identity, something different from what every gym, academy, or studio has. I believe the key to the great success of this project was an entire team engrossed in what they do. They researched, they took classes, they were concerned with our essence and, most importantly, they managed to understand what our business is about. The creation of the name was very well seen by all of us when they presented the visual identity. We simply loved it. — Marcos Ayala, Partner and Functional Trainer at Balans