New Logo and Identity for Equinox by The Partners

First opened in New York, NY in 1991, Equinox is a range of luxury, full-service fitness clubs with 66 locations across the U.S. and one each in Toronto and London. Featuring pools, spas, personal training, custom apparel, concierge services, Equinox is not your average gym that you don’t go to. Its advertising has even sparked a number of controversies throughout the years, from a 2008 nun ad to last year’s Terry Richardson-led campaign. This year, Equinox will begin rolling out a refreshed identity designed by the New York office of The Partners and ad campaign by Portland, OR-based Wieden + Kennedy. Sample of old look. Not designed by The Partners. To reimagine Equinox’s personality while keeping the brand uniquely unpredictable and energetic, The Partners amplified Eq