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What happens when sport is understood not as a fixed discipline, but as an open-ended process?
FORMA explores this question.
The fictional fitness studio approaches movement as an opportunity to rediscover the body, challenge routines, and create unexpected connections between different sports. Instead of conventional training concepts, curated classes combine different forms of movement to develop new ways of moving. FORMA creates a space between training, experimentation, and personal experience.
Based on this idea, a comprehensive corporate identity was developed that translates this approach into a consistent visual language. The identity is based on the idea that different elements can be combined, transformed, and repeatedly reassembled. This creates a flexible system that evolves depending on the application.
A central element is the custom typeface FORMA Regular. Its construction is based on a defined DIN-standard grid. Within this grid, the forms of Benton Modern Light and Milligram Text Medium are combined according to a set of rules. This creates clear transitions and deliberately visible breaks between serif and sans-serif forms.
The image world is another important part of the brand identity. Each image represents one of the sports featured in the combined classes, which are offered on a quarterly basis. The images use deliberate motion blur and are then tinted with a gradient map in the brand colors. For each class, one image is presented in a positive version and the other in a negative version, creating complementary pairs and increasing the visual contrast throughout the identity. This results in an intentionally reduced image world of eight images across four classes for an entire year, allowing FORMA to maintain control over its visual appearance and public image.
The remaining elements of the identity follow the same structured logic. A modular grid provides the basis for different arrangements and compositions, while typographic layers, graphic forms, and imagery interact to create ever-changing constellations. Rather than defining a rigid visual appearance, the design system is governed by a set of rules that allow for variation.
The idea of research and experimentation is also reflected in the applications. Elements can shift, change in scale, or deliberately collide with one another. Repetition and variation become tools for continuously reinterpreting the system.
The brand book documents this principle and demonstrates how the individual elements work together across different applications.
The identity is not built around a single, fixed form, but around the interplay of different elements that can be repeatedly combined and reconfigured. Just as FORMA invites people to explore movement in new ways, its visual identity encourages an experimental approach to design.
FORMA – Bewegung erforschen.
Design: Lilly Reinhardt, Tom Winter
Supervision: Julia Kahl
Media: Brand book, typeface, type specimen, animation, posters, course plan, website, social media, merch, advertisements
Language: German
Production: Druck und Papier HS Mainz (Marco Moll)
Special thanks to Zetafonts for providing Milligram Text, which formed the basis for the development of FORMA Regular.
