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Once a pioneer expands boundaries and makes an unknown land familiar, how do they decide what’s next? Equinox pioneered luxury fitness across the world with 83 fitness clubs in 14 major markets, and sought another way to exceed the high expectations of their loyal community. Opening a hotel felt like a natural progression. But what does the brand of such an endeavor look like?
We started with the original, well-known Equinox logo. We took the split “o” from the original typography and divided it in half to suggest the sun and the moon—day and night—as the story driving the hotel experience. People can spend a few hours in an Equinox club, and they can live with us for a few nights in an extraordinary hotel.
Black and white. Discipline and indulgence. Excess and absence. Light and dark. Warm and cool. Near and far. The logo, still and animated, defines the center of Equinox Hotels brand.
The brand embraces the distinct tones of each location, acting as a framework for the unique qualities of each city. The first Equinox hotel launched in New York City’s Hudson Yards, with plans to open doors in several cities across the globe.