BeTwO Coaching
Olivier Blanc-Tailleur is a former fighter pilot and retired crew member of the Patrouille de France. In 2021, he started offering his services as a professional coach and speaker. Drawing from his own experience, Blanc-Tailleur aims to help individuals and teams to perform under pressure.
Artist and designer Maud Guerche of Strasbourg-based Atelier bora-bord was tasked to work on the visual identity. For the logo of BeTwO Coaching, she relied on InProgress. Despite its name, this typeface is already finished and available from Production Type’s LAB tier. Conceived by design studio Superscript² from Lyon, InProgress doesn’t have proper lowercase letters. Instead, it offers a second set of smaller caps that are raised and underlined. When used in mixed case, this results in a playful pattern – and in the case of “BeTwO” in a welcome symmetry. The second line of the logo is set exclusively in the smaller caps and hence with a continuous underline, providing the logotype with stability and strength.
Text on the website is rendered in A is for’s BTP. Designed by Guillaume Grall and Jeremy Perrodeau, it’s loosely inspired by fonts used in the AutoCAD software – and drawn exclusively from straight lines.
