Anthony White Extended Practice ModuleOUGD603 1SAC Ampleforth (Identity) Existing Identity

St Alban’ssportscentre

St. Alban’s Sport Centre, Ampleforth, is a sports facility equip with a gym, sports hall and swimming pool, offering fitness classes and swimming lessons to the public. Operating under the internationally renown school, Ampleforth Abbey College.

The existing visual identity has remained with the brand for well over three decades. Lacking any

modern presence or consistency in the current brand’s image. A refresh has desperately needed.

Above, you can see the existing symbol which is used across the brand currently. These boards will show how that has evolved and grown into a new, refreshed visual identity.

Anthony White Extended Practice ModuleOUGD603 2SAC Ampleforth (Identity) Research

The research process of this project looked existing gym brands and their visual identities. Exploring how identities can be applied within health clubs, fitness suites and events, such as interior design and collateral.

Also exploring the parent company of St. Alban’s Sport Centre; Ampleforth Abbey College.

Anthony White Extended Practice ModuleOUGD603 3SAC Ampleforth (Identity) Development

The development of the new logo is an evolution of the old logo, implementing new fresh icons, such as the running man. Removing the circle, implementing the crest from Ampleforth Abbey College.

Anthony White Extended Practice ModuleOUGD603 4SAC Ampleforth (Identity) Refreshed Identity

Original SAC Blue

CMYK: 64:0:22:0RGB: 81:190:204HEX: #51becc

Refreshed Green

CMYK: 22:0:71:0RGB: 216:223:103HEX: #d8de66

Earth Green

CMYK: 70:47:55:47RGB: 64:80:76HEX: #3f504c

Lightning Yellow

CMYK: 8:22:82:0RGB: 293:197:64HEX: #efc540

Lively Crimson

CMYK: 12:86:51:3RGB: 209:63:89HEX: #d13e58

BEBAS NEUE Headings. (68pt)Source Sans Pro Regular Body Copy. (12pt)Source Sans Pro Semibold Highlighting Copy. (12pt)Source Sans Pro Italic Emphasis. (12pt)Source Sans Pro Bold Subsection Titles. (12pt)

The new refreshed St. Alban’s Sports Centre visual identity. Sporting a new logo, based upon it’s parent company, Ampleforth Abbey College’s logo, the crest and ribbon. Sampling the running figure from the original logo, using a similar icon within the new logo, to echo the previous identity. This icon can also be used as the secondary logo, where the full logo may not fit, or work. All the specifications for

the logo usage, sizing and placement have been outlined in the identity guidelines.

A refreshing colour scheme has been adopted for the new identity, using rich, organic greens. These have been selected as the two main brand colours to work with the brand’s new direction: improving your health through natural, organic movements.

The typography uses two clean, modern typefaces. The towering, bold Bebas Neue for headings and subheadings, and the discreet clean Source Sans Pro for all body copy elements.

Anthony White Extended Practice ModuleOUGD603 5SAC Ampleforth (Identity) Interior Application

The visual identity of the brand has been applied to all aspects of the health club, including the interior. The colour scheme has been applied to walls and equipment through the health club, to highlight visual elements. Greens run throughout the club. The brand’s logo is also applied to large wall spaces, where appropriate.

Anthony White Extended Practice ModuleOUGD603 6SAC Ampleforth (Identity) Collateral