BFT Sports & Events

BFT Sports & Events is a young, athletic and ambitious company that believes in the power of exercise in nature. They specialize in organizing bootcamps, outdoor personal training, vitality programs and outdoor events. Their mission is to inspire and guide people to a healthy and motivated lifestyle.

Last six months we designed the logo, style guide, website & social media concept for BFT. Because BFT stands for moving together in nature, the logo concept had as a starting point to mainly reflect the natural feeling without being very organic, it could quite easily have a tougher look.

In doing so, the leaf shape emphasizes the natural element. The arrows, which are also a nod to the owner's military past, represent progress. The last arrow runs into a box representing the final goal.

The round yet angular design makes it a logo that perfectly matches the brand's personality; tough challenges in nature with friendly guidance. The logo formed the basis for the rest of the expressions.