In 2015, David Alexander founded DBC, a cutting-edge fitness company built by applying the fundamental principles of biomechanics to customized training programs.

Champions partnered with David to launch DBC in Miami, now ten years later, we’re excited to launch his personal brand worldwide.

As David expands his career beyond personal training to include authorship and public speaking, he needed a new logo for a more personal brand.

A building block shape found everywhere in nature, the hexagon carries a strong association to biology and science. Similarly, David Alexander’s approach is holistic and rooted in biomechanics.

Champions explored a number of visual directions focused on fitness, science, organic matter, and the human form. In the end, it all came back to the hexagon.

The hexagon proved to be a crucial element from the DBC brand to carry through into the new logo. It made a connection subtle enough to keep the two brands distinct, but meaningful enough to tell a story.

The wordmark follows the same hexagonal grid. The typeface, Replica by Lineto, is also built on a grid and the vertical cuts of its diagonals and reverse ink traps complement the logo.