Bench Mark Program
Strengthening an identity to represent leaders of tomorrow being built through a multifaceted definition of strength.
A place where kids can be kids is meaningful. When that also becomes a safe space to protect from the risks of urban life, and form meaningful relationships while building useful skills, it becomes much more valuable.
Bench Mark Program provides exactly that. After a handful of years, it was time to expand their mission and they were in need of a more inclusive identity that would continue to align with the strong skills students eventually take outside the walls of the gym to become leaders in the world around them.
By leaning on features of the existing logo, brand recognition was easily sustained with their existing audience and welcoming to a new audience simultaneously. Designing a system that put the name on prominent display and treated all visual elements in a cohesive manner helped to broaden their outreach to different demographics and build brand recognition within the community. Taking advantage of the opportunity to address their existing logo led to a smooth execution and implementation of the identity, allowing Bench Mark Program to easily hit the goals they set out to achieve with the initial project.
Our collaboration with Bench Mark started with a curiosity to build on their existing logo, creating an identity system that would promote consistency in usage and have an inviting appeal to achieve the inclusive nature they were after. It became clear in our meetings that a different approach was needed and our advice for a complete redesign was welcomed to move forward.
Details of the existing logo were working for their brand that were irreplaceable, so we leveraged those areas as a foundation for the logo redesign. An emphasis was placed on displaying inclusiveness of their mission in the logo, removing the male weightlifting figure and working with the brand name as a prominent feature.
Building on this, we developed a system of alternate logos for greater versatility and brand recognition for any application. The logo family was used to develop an identity and guide for usage within and outside the organization.
We helped to roll out the new identity by designing new materials most relevant to their success as an organization, including business cards, gym posters, and sales tools to attract sponsors.
- Art Direction
- Logo Design
- Identity System
Bench Mark moved through a number of logo iterations over the course of a few years before asking Goodthree to redesign our entire brand identity. From first concept to final design delivery, the process was purposeful, thoughtful, and engaging. Goodthree made it possible for our team to display a core logo that encompasses all that we do, and all that we are. Without Goodthree, we would never have arrived at such a strong, enduring image of who we are as an organization. Thanks to Goodthree, we now enjoy brand recognition across a variety of media. They've helped us to display and define the essence of Bench Mark in a way that brings us together, and makes us all proud.
Will Kiefer, Founder Bench Mark Program
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