BASE

BASE offers personalized fitness coaching across strength, conditioning, and sports performance. It focuses on building a solid foundation for people starting or developing their training practice.

BASE's logo uses the silhouette of the letterforms with weights on either side to represent a barbell - this is made possible with the strong horizontal stroke that can be found across all the letters, and the bold typeface gives it a strong, trustworthy, and authoritative look and feel. We also wanted this to be italicized to make it feel like it's in movement.