Adapt or Die, the Big Dawgs way
Big Dawgs is the next level for intelligent, personalized remote coaching for competitive fitness athletes.⠀
This project was all about branding the evolution of OPEX’s remote coaching arm, a necessary and timely move that made more sense for the coaches, the athletes, and both brands.
Like everything Big Dawgs does, this project was born from a striving for excellence. For Big Dawgs, it meant digging into its roots to build a new future. For those that don’t know their functional fitness history, Big Dawgs was the original blog by James Fitzgerald that transformed how people train for competitive fitness forever. The brand takes the heritage of the Big Dawgs name and combines it with a brand that thrives in today’s fitness landscape.⠀
With a strong name like BIG DAWGS, the logo had to strike the right balance between strength and restraint. Bold, firm and confident, the logomark combines clean lines with custom embellishments to give Big Dawgs a unique mark to represent its coaches, athletes, and fans.
Without screaming to attract attention, the logo allows the brand to flourish around it, establishing its authority without beating its chest.⠀
The logotype was customised with sharp points inspired by canine teeth, giving a nod to the nature of the name without the obvious solution of creating a dog icon.
A shorthand BD icon was also created for use on social media and merchandise.⠀