BowFlex Unveils a Revamped Brand Identity
Krissy Vann | Host, All Things Fitness and Wellness
Nautilus, Inc. (NYSE: NLS) is set to unveil a fresh transformation of the BowFlex® brand identity, embracing a new visual system and fitness philosophy centered around the concept that fitness isn't about conforming to external ideals, but about feeling great in every movement. The company seeks to inspire its customers to find motivation in the invigorating experience of cardio and strength workouts. The new brand identity will inform the design and function of upcoming products, with a focus on empowering individuals to embrace their own fitness journey.
According to Michael Robinson, Creative Director at Nautilus, Inc., "It was time for the BowFlex brand to convey how our products support what we already believe: Your best self isn’t ‘out there’ in a different shape or size or in a particular workout –– it’s already inside you. Fitness is no longer about mind over matter; it’s about being mindful of what matters to you."
The redesigned BowFlex logo features expressive colors and photography to convey a range of emotions tied to fitness, from hope and determination to the joy of movement. The brand symbol encourages inward reflection on how exercise makes one feel, while the unique, modern, and friendly brand typeface signals the brand's fresh approach to movement and redefining strength.
The new BowFlex brand identity will be visible across all BowFlex marketing channels, including BowFlex.com. Additionally, new products set to be released later in 2023 will reflect the brand's attributes through intuitive design features and enhanced functionality. The company remains committed to delivering a personalized experience in its products, with a focus on innovative features like the JRNY adaptive fitness platform, which offers individualized, connected fitness experiences and real-time coaching.
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Credit: BowFlex®