GUTS SPORT
Identity Design and Branding In Progress
[Credits] Rishi Nandan
GUTS is a sports facility coming up in Ambattur, Chennai. It focuses on multiple sporting and fitness activities under one roof to harness full body endurance and strength training. From badminton to yoga, combat fitness to meditation, its unique selling point is the ethos it is trying to build around sports in Chennai. The owner is deeply interested in attracting the hardcore sports fanatics, to the extent of regularly streaming old iconic matches, interviews of sports legends, live streaming sporting events and hosting discussions of eminent sportmen and sports women from India.
The brief was to invoke a feeling of guts, by being loud and taking up room, but at the same time feeling ‘timeless’ and classic.
Owing to a non-disclosure, these are some of the early branding excercises and identity development involved developing a monogram, a wordmark and a custom typeface for the brand.