Trait, formerly known as Twaiv, has launched a new brand identity created by Munich-based Studio zur Strassen, aiming to redefine its presence in the running app market. Focused on providing personalized and flexible training plans, Trait helps individuals develop a sustainable and enjoyable approach to running. The new identity shifts from its previous design, emphasizing the joy of movement rather than just numbers and performance.
One of the most distinctive elements of the rebranding is the new logo. The icon features a smiley face with a subtle “T” incorporated into it. The smiley face, tilted at an angle, adds a playful and engaging feel to the design, capturing the app’s friendly spirit. The slight slant suggests motion and energy while keeping the tone approachable. The design reflects the app’s mission to make running more enjoyable and fulfilling.
A key detail in the logo is how the “T” fits seamlessly into the smiley face. This emphasizes that running and fitness can be a positive and personal experience. The curved lines of the smile evoke warmth and encouragement, aligning with Trait’s focus on offering AI-powered running plans that adapt to individual needs. The logo avoids the typical fitness branding clichés, maintaining a modern and professional look.
The wordmark’s typography, set in Rauschen B, complements the logo’s friendly, dynamic nature. The font is bold and sturdy but softened by gentle curves, giving the brand a solid yet approachable feel. The letters have a slight swelling effect, adding personality to the wordmark and distinguishing Trait from the sleek, italicized fonts often seen in the fitness world.
The color scheme, with black as the primary color for the logo and wordmark, adds strength and timelessness. The light lavender background provides a refreshing contrast, giving the design a vibrant and modern look. This combination ensures the logo stands out across platforms, balancing professionalism and approachability.
The new visual identity extends beyond the logo, focusing on small steps toward a healthy, sustainable lifestyle. The minimalistic design elements reflect this idea, with the simple smiley face and bold typeface creating a cohesive identity. It communicates that Trait is more than just a running app—it’s a personal trainer that values balance, motivation, and progress.
This new identity captures Trait’s goal of creating a supportive and enjoyable running experience, helping users feel motivated and engaged on their fitness journeys.