Nobu Pilates

London, Portman Square

Power, Precision, Pure

Nobu Pilates was a new concept for the Nobu brand, they required a new identity to have the ability to be rolled out in any of their hotels globally.

Location | London
Client | London & Regional
Sector | Wellness

We looked into Joseph Pilates himself who originally called his method “Contrology” which means the complete coordination of body, mind, and spirit – the art of controlled movements. This thinking linked closely to that of the founder of Aikido, a japanese martial art Ueshiba Morihei, who put forward ideas on the square, the triangle and the circle:

“The body should be triangular, the mind circular. The triangle represents the generation of energy and is the most stable physical posture. The circle symbolizes serenity and perfection, the source of unlimited techniques. The square stands for solidity, the basis of applied control.”

These strong visual queues formed the inspiration for the brand mark based on harmony, balance and strength visualised with three core shapes.