RETRO-FIT Magazine showcases the Caribbean’s fittest physiques and the personalities behind them. Their quarterly online publication provides tips for training, nutrition, products, and includes articles and features that celebrate the Caribbean passion for sport and fitness.
Client: RETRO-FIT Magazine
Deliverables: Logo & Publication Rebrand
Location: Barbados
Created: June, 2016
RETRO-FIT Magazine approached us in need of a rebrand as they felt they outgrew their old identity, and wanted to reach a wider audience with their publications. The previous logo was an italicized wordmark with opposing colors and fonts to differentiate RETRO and FIT. This not only posed inconsistencies in their branding throughout the publication but the online presence as well.
We executed the logotype with 45° lines defining the R as their mark, and negative space for the hyphen. This update solved the inconsistencies they were facing and strengthened the overall identity in their logomark.
Since the publication pivoted from Bodybuilding to Sport and Fitness, we streamlined the layout to focus on imagery and choose a consistent typeface with various weights throughout. This new identity was accepted and appreciated by their old following, increased their reach, and gave them a new audience to cater to.