Benchmark Fitness is a boutique gym built on the foundation of community, where connection and inclusivity are at the heart of the experience. The brand needed a logo that not only stood out but made people feel like they were part of something bigger. To achieve this, we designed a custom logo with cut-out elements that felt bespoke while maintaining a sense of connection and readability. The resulting brand identity strikes a balance between edginess and approachability, resonating with gym-goers both in and out of the gym. With its modern, inviting design, the brand has fostered a strong sense of community, evident in how proudly members sport their Benchmark apparel.