Planet Fitness Redraws Its Gear, and Keeps the Purple

Planet Fitness has done the thing that big consumer brands almost never manage: it changed its identity without asking anyone to forget the old one.

The gym chain unveiled an evolved brand identity and logo on Tuesday, along with an updated mobile app. The refreshed gear mark is drawn to suggest movement and progress, and it arrives with a new custom font and a reworked version of the purple and yellow palette that has been doing the heavy lifting for Planet Fitness since long before anyone called it equity.

Crucially, the company is framing all of this as continuity rather than reinvention. The stated anchor is the Judgement Free spirit of the clubs, the positioning that separated the brand from performance-gym culture and turned a low price point into a philosophy. Refreshes that abandon that kind of asset usually spend the next two years buying back recognition they already owned.

The palette shift is the tell. Rather than swapping colors, Planet Fitness warmed them, tuning the purple and yellow toward optimism and energy instead of the harder contrast the mark carried before. It is a small move on a screen and a large one across thousands of club exteriors, lobbies, and app screens.

The identity work was informed by member feedback and lands on top of a run of experience investments the company has made since 2025, including expanded equipment and updates to the member journey. That sequencing matters. A logo that follows an operational upgrade reads as a summary of change; a logo that precedes one reads as a distraction.

For a brand whose growth story depends on scale, the more interesting number is not the design fee but the rollout cost. Evolving a mark instead of replacing it is the cheapest way to look new, and the most reliable way to still look like yourself.