“If you’re looking for talented Graphic Designers for a design or branding project, I can highly recommend Grinning Graphics!”
Utopia are a dance and gymnastics club for children of all ages. Based in West Yorkshire, with facilities in Brighouse and Wakefield, they specialise in pre-school and recreational gymnastics for girls and boys. They lead beginner-friendly dance and gymnastic classes organised along age groups, from parents and toddler open play sessions to artistic gymnastics to a competitive level for more experienced gymnasts. Their facilities include high quality Gymnova gymnastics equipment, dance areas, and baby and toddler soft play areas. They also offer party hire gymnastics events, a café and a shop onsite where they sell their own branded Utopia clothing, including leotards, bags, t-shirts, and tracksuits.
At their gymnasiums in Brighouse and Wakefield, they offer gymnastics coaching sessions from beginners to advanced, delivered by friendly, experienced, and fully qualified coaches.
Children and Young People’s Gymnastics
Brighouse and Wakefiled, West Yorkshire
Utopia explained that they had been using their ‘Utopia Gymnastics’ logo for several years. Their business has evolved and grown over this time, and they felt that their branding no longer fully represented their business in the way they wanted. They wanted their brand to be more youthful and energetic, with a logo design and colour palette that would show them as a youthful brand and be more appealing to their young audience. They wanted us to develop a new suite of brand colours for the logo design that Utopia could also use to colour-code their classes and services. For example – Pink for ‘Baby & Toddler’, Yellow for ‘Dance,’ and so on.
They also wanted us to explore the idea of having two separate versions of their logo while maintaining a clear aesthetic link between the two versions. They wanted each version of the logo to appeal to the two broad age groups that make up their membership. One version, a fun and colourful logo to appeal to Utopia’s younger members, and another version, a more modern and ‘edgy’ logo design, to appeal to older members in their teens.
As part of their rebrand they asked for additional brand assets such as designs for bags, t-shirts, printed materials, external signage for their new premises and social media post templates.
Logo Design and Rebrand
We identified their main problem areas, and we agreed on a strategy to approach the rebrand. The initial phase began with research into Utopia’s competitors, similar businesses within the industry and research into the dance and gymnastics industry. We reviewed different types of existing gymnastics brands and logos in the industry throughout the UK, and more locally across Yorkshire.
We were inspired by the movements of dance and gymnastics, and wanted to use bold, bright colours to underline the sense of energy we wanted to capture. We also employed a simple font style that we were confident would appeal to all age ranges.
After considering the options, they decided that they wanted to have two separate logos for the two age groups. They wanted to use the solid, bold colours for all activities for young children including pre-school, holiday camps and parties. The gradient logo would be used for any marketing aimed towards the older age group and their more advanced classes.
We created a set of brand guidelines for Utopia staff so that they could always refer to it as a point of reference and style guide for best practice when they use their branding on any marketing activity. We also sent a full suite of logo files including colour variations, image files, and vector files.
External Branding
We liaised with Utopia’s chosen printing company to gather the correct measurements and images of the building so we could scale and prepare all the artboards accurately. We experimented with design elements in Utopia’s brand colours and developed layout ideas for the banners and posters. Utopia sent us the text they wanted to include in each banner. We started working on creating layouts, placing the text, and arranging space. We developed a range of various sized boards, employing bold text, clean space and bright colours inspired by Utopia’s branding.
“Grinning Graphics did a fantastic job with our rebrand project. They were quick to understand what we were looking for. They listened, and they really kept us informed throughout the project. We love the new logos, and the exterior design for our Wakefield gym is just how we wanted it. Grinning Graphics are a delight to work with. If you’re looking for talented Graphic Designers for a design or branding project, I can highly recommend Grinning Graphics!”
Kirstie Limbert - Co-Owner
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