CLIENT: O2 Fitness

MARKET POSITION: Providing high-end personal fitness and training, serving the Raleigh, Durham, Chapel Hill, and Wilmington markets of North Carolina.


In the summer of 2005, O2 Fitness was set to launch several more locations to add to their expanding list. O2 had set out to create a symbol that would both identify the fitness clubs and communicate the level of service and uniqueness they offer. The symbol would be used to identify all publicity, promotions, activities, and retail merchandising surrounding the fitness clubs. It would also be used by the the International Health, Racquet & Sportsclub Association and more than fifty partnering companies.

AVISO’s task was to create a unique mark that would be immediately recognizable, appropriate for a prestigious health club, and adaptable to a vast number of applications, including stationery, print, advertising, signs, posters, banners, television, apparel, and other merchandise. The symbol would have to be enthusiastically embraced not only locally but by their articulate clientele, and their staff.

The “O2 Mark” was developed from 50 sketches submitted by several designers throughout the AVISO office. The mark embodied the brand attributes of O2 incorporating an approachable color palette. The logo evolved into a perfect typographic treatment symbolizing athletic aspiration and achievement. The symbol had its launch at the opening of 3 new locations in late 2005. Since the the new brand launch, enrollment has increased over 500 percent.