I saw a commercial for the new Nautilus Mobia today and was pretty impressed. Considering the fact that it comes from an industry not exactly known for aesthetics, the Mobia sports some nice lines and an overall iPod-esque (the designer’s own words) vibe that’s pretty attractive. Designed by famed ID firm Frog Design, the elliptical/treadmill hybrid even scores in the interface department with a clean, no nonsense display.
Unfortunately, the Mobia branding falls flat on it’s face. Perhaps another firm designed the logo and Frog was forced to apply it to their creation, I don’t know. I do know that it just about ruins the entire experience. The logo — which appears to have been designed by a marketing team years before the unit itself and completely independent of any input from the product design team — fails to align stylistically with any of the machine’s physical characteristics. And what’s with the name? Mobia? It sounds like a new VoIP solution or some sort of dolphin harness. It doesn’t sound athletic or sleek at all. Oh well, I would still take one and just scratch off the logo. Then I really wouldn’t have to leave the studio again.