In 2009 Ideograma developed a disruptive identity for C+ in line with its innovative offer of urban clubs aimed at all family members who propose to “be more” by taking care of their health and improving their well-being. (C+ in Spanish sounds like “sé más” which, in English, means “be more”).

A decade later, C+ decided to solve specific communication challenges: to clearly identify its offer with a last name for the brand, as well as differentiate itself from their competitors.

Ideograma then proposed integrating the word "Deportivo" (in English “Sports”) into the brand name which not only conclusively places C+ in the sports club category but is also a call to action to motivate clients to get moving.

The choice of the Effra typeface (by Jonas Schudel), with its contemporary, rounded and legible elements, defines the C+ signature as well as the editorial communication of the brand.

C+ Deportivo promotes an easy to understand linguistic game through specific messages and campaigns using a variety of adjectives: C+ flexible (be more flexible), C+ disciplinado (be more disciplined), C+ ágil (be more agile), C+ fuerte (be stronger), among others.

We studied the competitors in the category and came to the conclusion that their focus is more on physical rigor, the cult of the body, and the concept of "no pain no gain". For C+ we decided to keep its familiar, fresh, open, family oriented essence, but we did update the graphic language. We now see C+ athletes interact with the brand easily and comfortably.

C+ thus confirms its position as the sports club for families, with the aim of creating spaces that are welcoming but also a place where you will be challenged.