After an extensive renovation, the embassy reopened in 2023 as Ambassaden – a cultural hub with restaurants, offices, event spaces and, at its heart, a state-of-the-art fitness center. With climbing walls, modern equipment and expert staff, Ambassaden Trening is more than a gym – it’s an experience deeply rooted in place.

Bleed developed the full visual identity for Ambassaden, including signage, illustrations and website. For the gym, we created a dedicated identity that could stand on its own, while still belonging within the larger brand universe.

The concept began with Saarinen’s triangular footprint. The logo, derived directly from the building’s plan, rotates like a dumbbell – active, symmetrical, mechanical. Strict typography and bold neon accents bring an edge of modernist discipline combined with raw, kinetic energy. References to 1950s–60s modernism are woven into a dynamic, playful system that stretches across print, digital and spatial applications.

“Bleed has managed to create a holistic expression where Ambassaden Trening takes its natural place within Ambassaden’s strong visual profile. We are very pleased with the work,” says Ingeborg Vesterås Øveraasen, center director.

The result is a natural extension of Ambassaden’s brand – a visual identity that honors Saarinen’s architecture while giving Ambassaden Trening a strong, independent voice.