Sometimes a logo has a story. Sometimes it is ‘read’, an idea inferred, a feeling conferred, or an abstract form that simply identifies. This logo–designed by Paul Belford Ltd for London-based health and fitness chain Ten–is one of those, a-ha, yes, its a ten, and its all about balance. Perfect. Distinctive, simple, ownable in context. And, in its solid geometric form can be easily applied, scaled up and down, across all the places it needs to exist, from signage, to tote bag to ads, and whatever new merch that a health and fitness studio will find itself producing in the future.

See more of this project here.