Good Afternoon, Fuego

Good Afternoon,

Fuego

Taşoda Festival is one of the most iconic student-led music events in Turkey, known for its free spirit and alternative energy. Designing its visual identity was an opportunity to translate not only the vibrancy of live music but also the sense of community and creativity that surrounds the festival.

The choice of a bold, illustrative language was deliberate: it mirrors the do-it-yourself spirit of student culture while remaining accessible and instantly recognizable. Vibrant colors, playful compositions, and hand-drawn inspired elements were used to evoke the warmth of summer, the intimacy of campus life, and the raw energy of live performances.

The motivation behind this approach was to design an identity that feels alive and personal rather than corporate or distant. Instead of minimal restraint, the festival demanded a maximalist, joyful visual rhythm—one that resonates with both performers and audiences. From posters to badges and stage graphics, the system was built to celebrate music as a shared, collective experience.

The Challenge

boutique fitness brands often get trapped between two extremes: either cold, performance-driven visuals that feel corporate, or overly soft wellness aesthetics that lack energy. Fuego needed an identity that could break this tension while capturing the intensity of functional training while keeping the warmth, inclusivity, and everyday rituals of a small community studio.

Logo Breakdown

The Fuego logo combines a bold wordmark with a circular structure that echoes the curves of pilates movements. The “Pilates & Functional Training” tagline is set along a circular path, referencing the flexibility and flow inherent to the practice. Rounded letterforms and the Recoleta Bold typeface bring softness and approachability, while the vibrant red palette grounds the brand in dynamism and strength.

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