TMPL
David Barton was opening a new gym in New York’s Hell’s Kitchen and
needed an identity. He was bringing his 25 years of experience building
respected fitness meccas to a new endeavor focused on using science
and technology to perfect every member’s workout.
Drawing inspiration from constructivist architecture, Studio Sofield
designed the gym to support David’s concept of a holistic space for the
body and BR& named it TMPL (no vowels here!) and created the brand
identity. We chose bright yellow and concrete gray to reflect dynamic
movement and energy. The overall effect was the perfect balance of high
energy and the contemporary fitness experience people have grown to
expect from David Barton.
In addition to the logo and brand identity, BR& also developed the brand
strategy, manifesto and mission statement. To assist with pre-opening
membership sales, BR& created the launch website and sales materials.