In 2017, Planet Fitness wanted to move from a challenger brand to the leader in the category. It meant that we would have to convince people who hadn’t worked out or belonged to a gym in years, if ever, to join Planet Fitness.
First, we set out to eliminate the intimidation that comes with joining a gym. With the Planet Fitness logo as our muse, we drafted a universal symbol that embodies exactly how freedom from judgement makes you feel: the thumbs-up emoji.
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