ICON - Brand & Identity

Ko&Co was invited to create a new brand identity for ICON
- a new chain of training and fitness studios based in Norway.

ICON brand identity

ICON is a completely new training studio chain entering Norway’s competitive fitness scene in Oslo and Stavanger. ICON has taken over 9 previously owned SATS and Elixia centres in the summer 2014 and are now the 3rd largest fitness studio in Norway.


Core values and brand message

ICON asked Ko&Co to develop a new logo and brand identity. The project started with identifying the core values, aims and objectives together with the client. These values led us to craft the brand message.

'Inspirerer deg til å trene — igjen og igjen'

Armed with ICON’s fresh new company message, we were ready to start the creative process.


Logo development

Ko&Co set out to create a strong brand and aimed to reflect ICON’s company message ‘Inspirerer deg til å trene — igjen og igjen’ in the marque. We started research of the fitness sector along with visual moodboards.

Within the master logo we created an infinity symbol by joining the two letters ‘C’ and ‘O’ together. This symbol within the marque resembles the cycle / flow of air, energy and exercise and also links back to ICON’s brand message.

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Master logo with brand message

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Sub-brand logos

Print work...

Posters, banners, leafets

We continued to create various printed materials, such as; posters, leaflets, business cards, stickers, banners and exhibition stands.

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Stationery set & posters

Profile handbook

Design style guide

After creating the master logo we continued to develop the identity further by choosing primary and secondary fonts to compliment the logo. We completed the branding project by creating a design manual that includes examples of all typographic and design elements.

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ICON design guide