Holmes Place rebrand

Rebranding of the premium fitness club Holmes Place. Winning project of a job competition for the position of Graphic Designer for the Central Marketing Department of Europe.

CLIENT: Holmes Place


The old logo

In use from 1979 till early 2016.


The new proposed logo

This logo has been designed in net contrast with the (at the time) red Holmes Place logo. The harsh corners of the square are crushed by the round shape. The Serif font is replaced by a an elegant Sans Serif. While, the static, geometrical structure is destroyed by a sinuous line which divides the circle in two and connects the initials (H and P). Such dynamic effect is accentuated by the letter E crossing the edge of the circle.


Alternative colours versions

Versions to use in case of different backgrounds or just replacing the original version in some cases.


Colour Palette

As well as the logo design the colours set is in strong contrast with the bright red characterising the Holmes Place brand image at the time. This colours usually softened by a gradient effect aim to give a feeling of a luxury health club which includes spa, massages and yoga courses, rather than a “simple”, energetic red gym.


C: 79 M: 15 Y: 39 K: 0


R: 10 G: 152 B: 153


C: 10 M: 7 Y: 7 K: 0


R: 222 G: 223 B: 224


C: 0 M: 0 Y: 0 K: 75


R: 88 G: 89 B: 91


Three styles of Verlag are used for all the brand materials, while Asenine is the typeface used in the logo and rare occasion as “accent font”.

The Nido Collection Verlag Font

Business Cards

Holmes Place Business Cards



Club Cards

hp_rebrand_voucher_day_pass hp_rebrand_voucher_week_passhp_rebrand_voucher_monthly_pass

Referral Voucher

hp_rebrand_referral_pass_front hp_rebrand_referral_pass_back

Gift Vouchers Pack

hp_rebrand_gift_pack_front hp_rebrand_gift_pack_back
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