Outer arc — the platform
Radius 18, opens right at 270°. The container; the marketplace; the system.
01 — Brand
The operating system for fitness.
Built for the people who run it.
Binectics is a tool first, a brand second. The identity is restrained on purpose: it lets the people on the platform — coaches, gym owners, dietitians, members — be the loudest thing in the room. The brand stays out of the way.
02
The mark
Two concentric arcs, both opening forward. The pairing reads as the two sides of
the marketplace — the people who train and the people they train; the inner arc
a beat ahead of the outer, suggesting kinetics. From a distance it carries the
silhouette of a B; up close it's a system, not a letter.
Primary mark · monochrome
Reverse · on ink
Signal · on green
03
Construction
Built on a 48‑unit grid. The outer arc spans 36u with a 5u stroke; the inner arc
spans 16u with the same stroke weight, intentionally offset two units to the
right of center. The shared stroke weight keeps the mark feeling honest at any
size from 16px to a building.
Inner arc — the practitioner
Radius 8, shifted +2u toward the spine. The individual coach inside the system, a beat ahead.
Composite — Binectics
Both arcs at full opacity. Minimum clear space equals the inner arc radius on all sides.
04
Wordmark
Geist Medium with optical tracking at −5%. The lowercase ‘i’s tighten visually
against the surrounding letterforms, which we accept — never patch with manual
kerning. The wordmark is set in one weight only; do not embolden.
Binectics
Binectics
Binectics
05
Color
A disciplined neutral system with one signal color. Role accents (gym / trainer /
dietitian) share matched chroma and lightness so a dashboard showing all three
feels like one product, not three. Semantic colors are reserved strictly for
their meaning — never decorative.
Foundation
Signal & role accents
06
Typography
Geist for everything: display, body, UI. Geist Mono for numerals in tables, code,
and operational chrome — tabular figures by default. One serif moment: Instrument
Serif italic, reserved for marketing emphasis and never used in product chrome.
Connect.
Coach. Compound.
Coach. Compound.
the operating system for fitness
Today, 142 members checked in across 4 locations.
The dashboard is calm because the work isn't. Numbers stack, motion is restrained,
and the only thing that asks for attention is the one thing that actually needs it.
$42,891.30 · 142 / 480 · +18.4% MoM · 14:32 GMT
Section · 06 · Typography
07
In the world
The identity flexes across product surfaces, signage, merchandise, and printed
collateral without changing form. Use the mark alone where space is tight; pair
with the wordmark in any context that benefits from naming.
Binectics
Storefront signage · ink
Lerato M.
Head of Provider Success
Business card
Staff tee · signal
Scan to check in
Receipt · monthly
Iron Lab · Pro
$48.00 · renews 12 Jun
08
Voice
Plain, useful, slightly dry. The voice respects the reader's time. Numbers carry
the story; adjectives carry the weight. We don't celebrate, we report — except in
the one place a celebration is earned: a successful check‑in.
Plain over clever
142 members checked in today.
Crush the day with 142 sweaty legends 💪
The number is the moment. Don't decorate it.
Operational, not aspirational
Your plan renews June 12. Card ending 4421.
Keep crushing those goals, champ! 🔥
Users running a business need facts. Inspiration is their job, not ours.
Specific over hedged
Sarah added 0.8 kg this week. Mood: focused.
Sarah is making some good progress overall!
Specificity is trust. Hedging is filler.
09
Don't
The mark is geometric and quiet. Keep it that way.
No gradients
No re-weighting
No skewing
No drop shadows
Brand standards · v 1.0 · Updated 09 May 2026