Equinox is an American fitness corporation with more than 300 health centers across the United States and Canada, with several spots in London. The company was established in 1991, and today is considered to be one of the most reputable players on the global luxury fitness stage.
Equinox, founded in 1991, operates hundreds of fitness clubs around the world. Today Equinox is not only a fitness center, but several different brands, including a hotel division, a media division, and various sports divisions.
Equinox is the international trendsetter in everything connected to a healthy way of living and well-being. Everything from healthy eating to the newest relaxation rituals you can get in one of the chain’s locations.
What is Equinox?
Equinox is the name of an American fitness center chain, which was established in New York in 1991, and by today has grown into an international company with more than 300 locations not only in the United States but also in Canada and the United Kingdom.
In terms of visual identity, Equinox has always only proved itself as a luxury company, using the timeless color palette and the unique minimalistic style of its badge, which is recognizable all over the globe. The laconic, yet extremely chic, Equinox logo brilliantly represents the company and its approach.
The original Equinox badge, designed in the 1990s, stayed with the company until 2013. It was a horizontally stretched ellipsoid, vertically divided into white and black halves, with the left white part featuring a black “Equ” inscription, and the right black one — the white “Nox”. The central “I” was thickened and also divided into white and black halves. The badge was accompanied by a diagonally-oriented black orbit, overlapping the letter “O” in the wordmark.
The redesign of 2013 has simplified the Equinox inscription, introducing a new laconic and stylish concept. The new badge of the company boasts bold uppercase lettering in a geometric sans-serif font, set in black color against a plain white background. The “O” is diagonally cut, as a tribute to the previous version of the badge; where it was overlapped by a black orbit.
The distinctive uppercase inscription from the primary Equinox badge is set in a fancy yet stable sans-serif font with bold lines and clean contours of the characters. The closest font to the one, used in this insignia, is, probably, Gluy Extra Bold, or Typograph Pro ExtraBold, but with some significant modifications of the letter “Q”.
As for the color palette of Equinox’s visual identity, it is based on a classy and timeless combination of black and white, which stands for confidence and professionalism and elevates the “luxury” part of the company’s specialization.