GS Personal Studio
Services:
Brand Strategy | Logo Design | Brand Identity
Reading time: 3'
The Challenge
Design
GS Personal Training is a fitness studio in Athens, run by Giorgos Skarlatos, a fitness influencer with 180K+ followers, known for content that's funny, relatable, and backed by real exercise science.
Instead of a generic gym look, we needed an identity that could carry a personal brand, a future studio, merch, and digital programs, all as one system.
The challenge was designing for an audience that rejects macho gym culture and for a studio that welcomes everyone, regardless of gender, age, sexual orientation, or body type.
We built the identity around The Winged Leap, inspired by Hermes and his winged sandals, a symbol of speed, freedom, and breaking through limits.
The choice wasn't only conceptual: GS himself is a former long jump champion, and the feather and sense of flight it carries speak directly to that background.
The monogram merges the letters G and S into a single mark that feels dynamic, elegant, and light on its feet, echoing both the flight of Hermes and the leap that shaped GS's own athletic story.
The identity anchors on black for a premium, confident feel, with sonic lime as an accent for an energetic touch.
The system flexes across gym signage, coach apparel, membership cards, and an app icon for future digital products.
I've known Antonis for years, so I knew he'd get it right, but he still surprised me. He took everything about who I am and turned it into a brand that feels 100% me and that I'm proud to show to the world.
Giorgos Skarlatos,
Fitness Influencer | Founder at GS Personal Training
