.EXE is the brand name for a gym.
The gym is located in Altamura, S.E. Italy.
The reason why we choosed that name is related to the mere act of executing something to obtain something.
In fact, exe is a shortened form of words such as exercise, execute, execution (and excellence too!).
We want the logo to represent the principles that form the basis for the existence of the gym: the exactness by which the work is done, the way that we use to train athlets (everyone in the gym makes a real journey, and exercises are not decided in a while, but they are the result of a testing work-out week for the athlet) and the consciousness and preparation of the trainers. If in the same city there is a gym for rich people, a gym for poor people, a gym in which guys and girls meet, a gym to go for spending time etc, .exe is the gym of results. In fact, we selected a payoff that says “We plan your results”, saying in this way that results in .exe are just a step you have to plan, but they are there, ready to be catched.
The archetypes on which we founded these thoughts and the brand are essentally 3: first and foremost, “the Sage”: we know what we are doing with your body and your time and your money: so stop worrying thinking about all your experiences in the past with trainers just a bit uncertain about the work you would have done. Just dive in our experience and have faith in us. Second, “the Hero”: we are common guys but despite this, with the right confidence and consistence, we reached and continue to reach first positions in a lot of tournaments around Europe. Third, “the Explorer”: we are “sages”, but we are not satisfied enough. We like to research and explore new ways and new tools, as well as new locations, to make a man or a woman train the way he/she can gain more results.
We would like the logo to carry something that directly refers to a gym, cause even with the payoff, it could be that it’s uncertain if it’s a gym or something else. But we also don’t like stereotypes, such as barbells and other tools that are frequently employed in logos.