The new branding is based on addressing the individuality of consumer aspirations as well as life’s everyday realities. People workout for different reasons: health, appearance, stress relief, and/or the joy of movement.
BowFlex wants customers to look inward to discover their own unique motivations. The intersecting shapes in the new logo, one emerging from or intersecting with the other, symbolize this contemplation. The shapes also subtly refer to the wheels or cogs that are part of the BowFlex ellipticals and stationary bikes. It’s also possible to imagine a flexing B.
The new brand’s lettering is open, flexible, and friendly, unlike the race car-like lettering in the brand’s previous wordmark. A rich, invigorating color scheme and photography that portrays real-body shapes of real users—not ripped bods—reinforce the message that “your best self isn’t ‘out there’ in a different shape or size or in a particular workout—it’s already inside you.”