Pentagram Gets Dynamic In Its Lively Identity For Human Performance Brand Barwis
Pentagram partner Michael Bierut and his project team comprising Aron Fay, Daisy Dal Hae Lee and Tess McCann have given an energetic rebrand to human performance company Barwis.
Formerly known as “Barwis Methods,” the brand—founded by leading strength and conditioning coach Mike Barwis—has had its name simplified to aid its expansion moving forward.
Founder Mike not only serves as the New York Mets’ strength coach and senior advisor, but also stars in Discovery Channel’s American Muscle.
Pentagam has given the company a fresh identity and website to keep pace with the brand’s forays into new projects and endeavors, such as gyms and fitness products.
The brand is now fronted by a “B” monogram that houses a dumbbell to represent strength. This is accompanied by a wordmark established in the company’s ‘Fort Middleweight’ custom typeface.
The monogram doesn’t just integrate with vibrant photos of athletes in motion, but also transforms into a collection of custom-designed icons, as seen above.
Its founder’s personal dragon mascot was also redesigned for use mainly in gym settings.
A new strategy and framework was established in collaboration with strategist Audrey Francis. This includes the introduction of a system for Barwis sub-brands, each represented by a distinct color, so that the identity would align with the company’s expansion.
Recently, Pentagram also unveiled its brand identity for the world’s largest library comprising a ‘bookshelf’ logo that’s garnered remarkably diverse feedback from designers.