City of Richmond
Richmond, British Columbia
Imagine a place where we all feel connected. Imagine if this place inspired you to be stronger, to be more creative – or to simply be. Richmond’s Minoru Centre for Active Living is such a place, bringing people of all ages and abilities together to realize the pursuit of health, happiness and community. Residents receive incredible value from the leading (LEEDing) edge architecture and facilities that is a less expensive option to private fitness clubs, offering broader services and facilities to a wider demographic. Ion was engaged to define a brand identity for this uniquely integrated facility at the heart of Richmond.
Much like the nature of the community, the logo is inspired by a diverse cultural mix with flowing ribbon, origami, traditional script and implied movement. It seeks to find balance between motion and art. The dynamic composition in balance with a strong typographic grid allows for creativity, ease of use and impact with a wide variety of imagery and content.
A brand campaign followed the brand launch using “connect” as the underlying theme to promote Minoru’s facilities and services by describing the activities offered. Featuring a variety of ages was an important aspect of the campaign to visually represent Minoru’s audience, while promoting English and Chinese translations to reach more of the community.