Project: Benchmark Health and Fitness (Surrey, BC)
Samples: Facebook page, cover photo
Spotted on: Facebook
Concept: The logotype uses a solid typeface with mid-height stems symbolizing strength under control, while the ideogram is a barbell of varying weights promoting fitness training that spans demographics and capabilities. Together, the logotype and ideogram play with negative space to produce the name, "Benchmark," lending an air of personalized multidimensionality to the health and fitness brand.