Baseline Fitness: Apparel Logo System & Brand Assets

The client: Joel Price, owner of Baseline Fitness.

The brief: Joel wanted his logo working on apparel: shirts, hats and merch. He asked for a version without "fitness", the icon on its own, and a range of colour combinations, all in files he could send straight to printers.

Designed a set of layout and type options: smaller text under the icon, text beside the icon, and capitals in Avenir Next and Futura for a sportier, more geometric feel that matches the pyramid mark.

Put together a 12-colour exploration board so Joel could choose a colour direction by seeing it rather than describing it.

Refined the options over three quick review rounds based on Joel's feedback. He chose capitals, two lockups, and a black, grey, blue and green palette, then added red and pink.

Stacked (Avenir Next Demi Bold, capitals): for shirt fronts and backs, posters and social media.

Horizontal (Futura Medium, capitals): for the left chest, hats, the website header and email signatures.

Icon only: for sleeves, hat side panels, profile pictures and the browser-tab icon.

13 colourways built for real fabric: black + grey, navy + steel, royal + sky, forest + sage, black + red and black + pink for light shirts; white, reverse grey and accent versions for dark shirts; all-white for red shirts.

One-colour versions for low-cost screen printing and embroidery.

Exported every logo and colour as vector PDF (printers and embroiderers), SVG (web) and 3000 px transparent PNG (social media, Canva, email): 197 files in all.

Organized them into plain-language folders with a README, so a non-designer can find the right file.

Made a 5-page usage guide PDF showing every lockup and colourway, and which file to use where.