Joel Cage Design
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An identity that connects to the past

Branding

When asked to create an identity for a new gym that will be located in Newcastle, it was important to connect with the local people. I found inspiration in the local history in that Hebburn was a landing site and settlement of the viking settlers that came from Scandinavia.

Hebburn and the local area, is steeped in viking history and it can be evidenced in and around the town, at Jarrow there is a great viking statue which shows two viking warriors.

I used the iconic (although wrongly associated) horned viking helmet to create a recognisable logo. Vikings evoke power and strength so it made sense to use the intimidating helmet to create the same feelings when people see the gym’s branding. And, of course, all in the Newcastle black and white for good measure!

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Inspirational wall messaging to inspire.

Inspirational wall messaging to inspire.

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