Bionic is a Swiss company that disrupts the fitness industry with a one-of-a-kind personal training methodology – electro-muscle stimulation (EMS).
If you look a bit closer, you’ll notice that Bionic also disrupts fitness industry logo trends with its simple, minimalistic logo design.
The latest sports and leisure logo design practice calls for colorful logos, typically including an icon, illustration or another kind of visual representation depicting a gym, weights or people training.
Instead, Bionic has chosen a sleek and elegant logo consisting only of a wordmark.
It depicts the name of the brand, along with a circle in the middle that highlights the “on” part of the name. It’s simple and straightforward and packs a punch with the brand name written in all caps.
Minimalism is one of the leading trends throughout all branches of art – from graphic design to architecture – which makes Bionic's logo choice a thoughtful one. Minimalistic logo design helps this brand stand out, make a clear statement and drive audience attention.
When you enter Bionic’s website, a video starts to play showing the training session, representing the healthy lifestyle that this company advocates for.
Shown in red and blue hues, the video design aligns well with the dark background and interactive elements on the website, creating an interesting and unified concept.
That’s why the simple, white logo in the upper left corner of the website stands out as a direct color contrast to the video.
A logo can be a very convincing communication tool, conveying not only information but also emotion and mood.
The Bionic logo provides a simple yet powerful look and evokes a dynamic feeling, which pulls customers in from first glance.
Bionic uses EMS technology for a maximized effect in customized personal training.
The same is true for its logo design – it maximizes the effect of the emblem to showcase a brand with a creative approach to producing results.
The circled “on” element as part of the word Bionic is very well incorporated in the overall logo design. It also aligns with what Bionic represents – an active and healthy lifestyle.
The fact that the circle is embedded into the design tells its own story.
A circle is typically referred to as the most perfect geometric shape – with no beginning and no end – and that’s what makes the rounded “on” element even more profound in its meaning.
The brand’s main logo is monochromatic, but there is a secondary version as well.
The second version uses a fluorescent green circle to put an accent on the actionable nature of this fitness brand.
The color green often represents health, renewal and growth. It is considered to be a harmonizing and balancing color with healing energy, while fluorescent green can represent a determination to reach a specific goal.
Such a distinctive, bright color is a good choice for intensifying the visual appeal. It also establishes an ideal balance between colors and design elements.
This logo version is followed by the tagline “Powerful Personal Training,” which emphasizes the innovative approach to training that Bionic nurtures.
Both the monochromatic logo version and this one, with a dynamic color accent, have the ability to shift nicely from digital use to print marketing materials to branded studio interiors.
All in all, this clear, to-the-point logo distinguishes Bionic from competitors and helps the brand stand out in a highly saturated market. It is easily recognizable and memorable and it’s a truthful representation of the Bionic’s identity.
Bionic promotes EMS training as a unique methodology that ensures intensive workout with a specifically designed vest and pads, yet without using weights.
This company offers personalized training, health checks and custom consultations to individuals who want to try out this training method.
As a franchise, Bionic also offers a branded concept to studios around the globe. So far, there are Bionic studios in Switzerland, Sweden and the United States.
Contrary to its highly personalized training methodology, Bionic’s simple, minimalistic logo might be considered by some as too broad or too vague. But it’s just the opposite.
Bionic’s logo is a classic yet sophisticated representation of the brand’s visual identity.
When speaking to a global audience and attempting to reach diverse cultures around the world, a simplified brand symbol such as Bionic’s logo is a great way to convey a clear message while upholding unique brand identity.
Stripped of distracting imagery, but not of meaning, this logo with clean lines, a sans-serif font and the brand name written in all caps perfectly represents the transparent identity and true values of the brand.