BE Fit is a modern pilates studio in Laguna, USA.
The studio's architecture brings industrial aspects to both decoration and appliances - cement, pipes, apparent bricks and significant presence of black. The founder's request was that the logo had these aspects and that it could harmonize with the pilates' modality practiced in the studio. The premise was to keep the letters "BE F" in uppercase and only "it" in lowercase, in addition to the use of light blue color composed with black color. The solution was the creation of an exclusive typography, referring to modern pilates movements in a notable vertical composition.