The Anatomy Lab
Logo, Branding & Web Design
The Anatomy Lab is a fitness and nutrition coaching business founded by Nino Cvoro, previously operating under the name Body Image PT.
After more than 20 years in the industry, the original name no longer reflected Nino’s approach to health and fitness. His coaching had evolved beyond physical appearance to focus more broadly on strength, wellbeing, nutrition, and the connection between physical and mental health.
The rebrand introduced The Anatomy Lab, a name that better reflects this more considered, holistic approach.
The project included a new visual identity, logo, and website designed to communicate the business’s experience and expertise while creating a stronger foundation for future growth. The logo combines references to anatomy and physical strength, supported by a clear and contemporary brand system.
The final identity reflects the business's evolution and presents The Anatomy Lab as a professional, knowledgeable, and approachable coaching brand.
STRENGTH, COMMITMENT, DISCIPLINE
Concept
The logo concept was shaped by The Anatomy Lab’s focus on training the mind and body as a connected whole.
Leonardo da Vinci’s Vitruvian Man provided an important reference point. Its study of human proportion, balance, and structure aligned closely with Nino’s holistic approach to fitness and wellbeing.
The circular and geometric forms informed the logo's design, creating a visual connection to anatomy, movement, and balance. Strength was also central to the design, reflecting the discipline and resilience at the core of Nino’s training philosophy.
The final mark brings these ideas together in a simple, recognisable symbol that represents both physical performance and a more considered approach to health.
Logo
Building on the proportions and structure of the Vitruvian Man, the logo uses geometric lines and abstract forms to create a more contemporary interpretation of the human figure.
The figure is positioned slightly off-centre to introduce movement and suggest progress. This reflects the idea that personal growth comes through continued effort, challenge, and change.
A strong, minimal typeface supports the symbol and reinforces the values at the centre of The Anatomy Lab: strength, commitment, and discipline. Together, the elements create a distinctive identity that feels modern while remaining connected to the original concept.
Brand Guidelines
The brand guidelines balance strength and discipline with a warmer, more approachable visual direction.
Off-black and white form the foundation of the colour palette, reflecting the structure and focus of an indoor training environment. Warmer tones inspired by sunrise were introduced to reference Nino’s early-morning outdoor sessions on Sydney Harbour and bring more energy and softness to the identity.
A subtle gradient blends these colours across selected brand applications, creating a sense of movement and transition. Used consistently, it connects the indoor and outdoor aspects of the business while adding greater depth to the visual system.
The final palette reflects The Anatomy Lab’s focus on strength, commitment, balance, and enjoyment without feeling overly masculine.
Website Design
The Anatomy Lab website was designed to create a clear, engaging, and easy-to-navigate experience across desktop and mobile.
A clean layout, strong imagery, and concise content communicate the brand’s approach to strength, balance, and holistic wellbeing. Dedicated sections introduce the training philosophy, programs, events, and client testimonials, while prominent calls to action guide users to make an enquiry or book a session.
Social media integration and streamlined contact features support ongoing engagement beyond the website.
The final design brings the visual identity to life online while making it easy for visitors to understand the services available and take the next step.
