Base is a United States-based health technology company that offers at-home lab testing and a companion app for tracking health data. Founded in 2019 by Lola Priego, the company describes itself as a “health OS” that gives members access to continuous lab testing and puts that data to work for personalized nutrition and supplement recommendations.[1][2]
Design and History
Base’s visual identity is built around a typographic wordmark. The company’s official website and digital properties use a simple, text-based logo treatment that places the brand name at the center of the identity.[3] The wordmark is rendered in black, a choice that gives the mark a clean, high-contrast appearance suitable for both digital interfaces and print applications.
The company’s brand positioning emphasizes clarity and directness. On its about page, Base states that its goal “as a brand is to stand in the gap and create a new kind of way to track health through at-home blood testing and regular tracking.”[4] This straightforward, data-driven mission is reflected in the minimal, typographic approach of the logo, which avoids pictorial elements in favor of a direct presentation of the brand name.
Base was founded in 2019 and is headquartered in New York City.[2][5] The company’s early brand materials, including its website and blog, have consistently used the black typographic wordmark across its digital presence.[3]
Typography and Design
Base’s website uses the Swiss 721 font family, a geometric sans-serif typeface, for its digital content.[3] The font files served by the company’s static content domain include Swiss_721_Greek_BT and Swiss-721-Greek-BT variants, indicating that Swiss 721 is the brand’s chosen typeface for its web presence. The wordmark itself follows this same clean, geometric sans-serif aesthetic, with evenly weighted letterforms that maintain legibility across different screen sizes and applications.
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