Jazzercise Jazzes Up Its Logo So You’ll Stop Thinking of Old People in Leotards

Brand tries to say goodbye to the '80s

Headshot of Alfred Maskeroni

If the '80s taught us anything, it's that exercising can be fun—especially when you're playing solid gold hits and wearing the glossed-out fashions of the day. Leotards, leg warmers, short shorts, sweatbands and a big ol' goofy smile—that's all you needed to participate in Jazzercise, the hit aerobics craze of 30 years ago.

Here's a little look back, in case you forgot.

Well, in an attempt to update the image of the now-vintage brand, Jazzercise has updated its branding with a new logo. Here's the before and after:

So, they blasted the serifs off the original logo and italicized it slightly—then took the Pepsi mark and rotated it 45 degrees counter-clockwise and used the Obama campaign's color palette. OK, the latter is a joke, but it's a tiny bit uncanny. It's certainly a new look for the brand, and it looks clean and modern. But it's also a bit corporate, like it's meant to adorn the welcome brochure for the gymnasium of a cult or the Others from Lost.

"Some people still think leg warmers and leotards when they hear Jazzercise, but we left the '80s behind a long time ago," Jazzercise founder and CEO Judi Sheppard Missett said in a statement. "Jazzercise is the original dance party workout, and 45 years later we continue to transform the bodies and lives of our customers because we know how to get results and keep it fresh. Today we recharged our brand to reflect the edge, energy and intensity of our classes and to reach out to a new audience with a bold new message: You think you know us, but you don't."

Call me crazy, but i'm gonna miss leotards and leg warmers—and those delightful serifs. 

Via Fast Company.

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@maskeroni alfred.maskeroni@adweek.com Alfred Maskeroni is director of video for Adweek.