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Built in the basement of Oslo’s oldhistorical US EmbassyAmbassaden Trening explores the DNA of the Ambassaden brand to visualise a gym that has energy and history.
The identity finds many uses in the unique architecture of Eero’s work. A logobuilt from the building’s footprintbecomes the jumping off point from which the identity moves and plays under one simple rule. Taking advantage of the symmetrythe mark rotates like a dumbbell to make the identity feel activemechanicaland clunky – engaging with compositions both in motion and in static. Type and composition reference modernist design from the 1950/60sfrom when the embassy was builtto allow us to create structure and break it at the same time. Neon colours build upon the energy to provide contrast to the darkness of the underground environment.