Branding | Luna Fitness
Branding | Luna Fitness
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Client: Luna Fitness by Osmar Luna
Industry: Health & Fitness – personal training and coaching focused on strength, discipline, and transformation.
Project Goals: Luna Fitness needed a professional and motivational brand identity that communicates strength, energy, and trust. The challenge was to balance a bold, fitness-oriented aesthetic with a clean, approachable look.
Deliverables: Logo design, colour palette, typography system, brand guidelines, and marketing collateral (digital + print).
Research & Inspiration
Research & Inspiration
Competitor analysis: Most fitness brands rely heavily on blocky typefaces, dark palettes, or generic symbols. Luna Fitness needed something more personal and unique, combining the idea of fitness with "Luna" - the Latin/Spanish word for moon.
Moodboard keywords: Strength, movement, discipline, growth, energy, trust.
Brand feeling: Inspiring, powerful yet approachable.
Inspiration combined body strength imagery with a minimal, modern type treatment, keeping the brand versatile across media.
Logo Development
Logo Development
Iconography: The flexed arm silhouette represents strength and progress. The circular container (and the crescent shapes within) doubles as a moon reference (“Luna”), tying into the brand name.
Typography: Bold sans-serif for "LUNA" paired with a lighter, modern sans-serif for "FITNESS," creating balance between power and approachability.
Color transition: Gradient from deep blue to light blue suggests transformation, energy flow, and forward momentum.
Final Lockups:
Horizontal primary logo
Vertical stacked version (for social / compact spaces)
Icon-only (flex + moonmark)
Horizontal Primary Logo
Vertical Stacked Version
Icon-only (flex + moonmark)
Colours & Typography
Colours & Typography
Colours:
Deep Blue (#160E63): strength, trust
Light Blue (#056CB9): serenity, innovation
Gradient Blue (#0057B7 → #00AEEF): energy, dynamism
White (#FFFFFF): clarity, balance
Typography:
Headline / Display: Bold Sans-serif (modern & powerful)
Body Copy: Clean Sans-serif (legible, professional, approachable)
The palette and fonts were chosen to maintain clarity across digital and print, while reinforcing a modern fitness identity.
Applications & Mockups
Applications & Mockups
Conclusion
Conclusion
The Luna Fitness brand strikes a balance between strength and modernity, ensuring recognition and trust in a competitive fitness market.
Impact: A bold, flexible brand system adaptable for both digital and physical touchpoints.
Learnings: The importance of integrating symbolism (moon + muscle) into a clean, professional design system for storytelling and memorability.
Future potential: Expansion into branded fitness apps, nutrition plans, and online coaching platforms with cohesive visuals.
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