Our Work

return to portfolio »

Client: BASI Pilates® Corporate Identity

BASI Pilates Corporate Identity

With a reputation for innovation, dedication and academic excellence, BASI Pilates® is a leading Pilates education academy. BASI stands for Body Arts and Science International, which is both the name of the academy’s holding company and an affirmation of its approach to Pilates studies.

Established in 1989 by world-renowned Pilates educator, Rael Isacowitz, BASI Pilates preserves the legacy of Joseph and Clara Pilates, while complementing their method with contemporary scientific knowledge.

Buoyed by renewed interest in personal health, BASI Pilates has experienced years of phenomenal domestic and international growth. Pursuant to expanding into new markets and engaging a larger community of Pilates professionals, practioners and instructors within the company saw a need to refresh the brand’s visual identity.

Designsensory evolved components of the original logo to bring BASI’s brand closer to expectations and experiences of their core audience. A new flex-logo system was created to allow the symbol to take on a different pose depending on the context of the communication. Similar design characteristics serve to coordinate the brand against subtle variations that allow for new messaging and identification. New organic lines and strokes soften the previous logo’s hard edges, while guiding visual flow. We reduced the visual weight of the signature to evoke the fluid movements of the Pilates exercises.

Services Utilized:

• Brand Strategy
• Logo Design