The Bond is not just any gym - it's a place where people come to get personal, with only a few clients allowed at once, it's almost like a private party, but with more sweat and fewer martinis. To capture that sense of intimacy and loyalty, I went with a solid sans-serif font for the logo and added a square frame, like a protective hug as well as a solid bond. The gap in the "O" represents the room for growth and evolution. Because even when with a tight bond with your gym buds, you gotta keep growing those muscles!

The color scheme consists of neon yellow which ignites passion and energy, dark plum which show depths and luxury, and black which exudes power.

I also created phrases where I aimed at captured the spirit of The Bond with a fun touch to it. So I came up with "hold on and drink" for the water bottles - a cheeky reminder to stay hydrated and hold on tight while working towards your goal."Reach, grab, and hold on tight" is a pun-tastic way to remind you that you gotta commit to your gains and hold on tights to those weights.

Overall, The Bond's new brand identity is all about strength, community, and a whole lot of solid fun.