Rivington Design House was commissioned by Heather Andersen of Home Pilates to develop their new company’s, New York Pilates, logo, branding materials and website for their 1st New York City Pilates studio. Where Home Pilates focused on teaching Pilates in client’s homes, New York Pilates focuses on studio Pilates sessions. In creating their logo, we retained the key branding elements of the Home Pilates circle, colors, the “Stretch It” motto and the classic, gothic, sans-serif font.
We incorporated an additional script typeface for the words “NYC” which has replaced Home Pilates signature “H.” The “NYC” embodies New York Pilates‘ sportier side while the clean, minimal, text around the circle signifies the companies dedication to design and fashion forward style and aesthetic in an industry that typically ignores such values.
New York Pilates branding strategy is to stress the fun, and superficial benefits of Pilates and working out. The undertone is that of physical therapy, body awareness, posture, and form.