Design · Brand identity · Gurgaon

A back, a stride, a mountain. There's a Monk in all three.

Gurgaon has a gym on every corner. Monk was built to compete on identity instead of equipment.

Brand identity, Gurgaon.

Context

Monk is a performance gym in Gurgaon for people who treat training as a lifestyle rather than a trend. Professionals protecting their health, members who want focused, distraction free work.

The category sells facilities: equipment, floor space, membership tiers. Facilities are interchangeable, so the brand had to be built on something that is not.

The question

Green glowing gradient square with the words why monk? set in lowercase white type

Everyone training has a why. The green is the spark right before a heavy set, and the question is aimed at the reader rather than the gym.

The answer

Blurred photo of a lifter under a barbell overlaid with the words Monk फिट, Strength, Focus and Discipline

Strength, Focus, Discipline, written as Monk फिट. The Hindi script keeps the brand rooted in the city it belongs to instead of reading like a global chain translated into it.

The mark

Three stacked panels showing the Monk M traced over a woman's back at a pull up bar, a mountain range and a man running
  1. 01

    Human strength

    From a woman's back during a pull up. The M represents the physical foundation, the grit and muscle required to start the journey.

  2. 02

    Dynamic motion

    From the man running. The logo captures the kinetic energy and fluid momentum of an athlete in full stride.

  3. 03

    The summit

    From the mountain peaks. It reflects the monk's home, a symbol of reaching the top and achieving mental and physical elevation.

“Monk isn't just a name. It's the geometry of performance.”

The system

Four up grid of the Monk identity showing the wordmark, the lockup and the logomark on light and dark panels

Wordmark, lockup and logomark, built so the M can eventually stand on its own without the name beside it.

Palette

  • Black

    #000000

  • Neon green

    #ABFA54

  • Neon orange

    #FF5930

  • Ink

    #0D142B

  • Azure

    #0044FF

  • Off white

    #FAFFFA

Neon against ink, with the greens and blues carrying the energy and the ink holding it together.

The feed

In a city with a gym on every corner, the feed had to feel alive rather than informative. Vibrant colour, movement, and local language, aimed at the Gen Z and millennial audience the gym wants.

Orange gradient social tile with the green Monk mountain mark above the words Monk StrengthWarm lit gym photo of a man sitting on a mat between dumbbells, catching his breath between setsBlue and orange gradient social tile reading Monk फिट beneath the white Monk markBlack and white photo of a woman pulling a cable machine handle overhead in a gymBlue social tile with the Monk M and curved type reading Strength Discipline कलचर FocusBlack and white gym photo of a coach spotting a headstand, overlaid with a blue diagonal band reading Monk FocusBlack and white gym photo of a coach cueing a dumbbell press, overlaid with a red diagonal band reading Monk कलचरBlack and white photo of a woman performing a barbell lunge in a squat rackBlack and white photo of a lifter at the top of a deadlift with the white Monk mark in the bottom left corner

Gear

Black Monk branded duffel bag with a matching towel and water bottle

Applied to what members actually wear and carry, which is where an identity either holds up or falls apart.

Not just a logo. A standard for how we train.

Also see

All design work