VARSITY HOUSE
Brand identity for a strength gym
Varsity House had a name with history and a room full of people who had earned it. The brand had to feel like an institution without looking like a museum.
One standard, two voices. A black and white foundation that is strong, direct and a little intimidating from across the street, then red when it counts. Primary logos first, always: shield, stacked, barbell and wordmark, with a signature set of colour combinations and brush type for the loud moments.
Brand identity for a strength gym
Varsity House had a name with history and a room full of people who had earned it. The brand had to feel like an institution without looking like a museum.
One standard, two voices. A black and white foundation that is strong, direct and a little intimidating from across the street, then red when it counts. Primary logos first, always: shield, stacked, barbell and wordmark, with a signature set of colour combinations and brush type for the loud moments.
I built the full brand book as a working tool, with rules for the logo, colour, expression, social and the tees people actually wear, so the team can keep it sharp without calling me.
Client: Varsity House. Creative direction and design by Joel Tellier.
Client: Varsity House. Creative direction and design by Joel Tellier.