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Brand

Our brand

Come As You Are

Cross Box APH was born in Viseu in 2022 with a simple idea: training is for everyone. It doesn’t matter where you come from or what your level is - what matters is that you show up. Our brand exists to make that visible.

The story behind the name

APH stands for Academia de Performance Humana - Human Performance Academy. “Performance” isn’t just lifting heavier or running faster: it’s becoming a better person, inside and outside the box.

“Come As You Are” is our promise. You walk in as you are, with your goals and your limits, and find a community that welcomes you, challenges you and celebrates with you.

Group photo of the Cross Box APH community at APH Games 2026

Our pillars

  1. Inclusion

    We believe in the strength of unity. We bring together different profiles, stories and abilities to build a place where everyone grows together, with respect, collaboration and purpose.

  2. Health

    Our greatest asset. We encourage care for body and mind through movement, discipline and conscious choices.

  3. Community

    The WOD ends, the friendships stay. We train side by side, celebrate each other’s wins and nobody gets left behind.

  4. Excellence

    We always aim for our best: in training, in how we treat people and in the example we set. Committed to quality in everything we do.

Visual identity

Logos

Colours

  • Aa
    APH Yellow#FCF106RGB 252 241 6
  • Aa
    Box Black#121212RGB 18 18 18
  • Aa
    White#FFFFFFRGB 255 255 255
  • Aa
    Grey#5E6267RGB 94 98 103

Yellow is our signature: use it to highlight, never to fill. Always pair it with black or white to keep strong contrast.

Typography

Headings - Oswald

Train hard. Train together.

Body - Jost

Cross Box APH is more than a gym: it is a community passionate about movement, health and pushing limits. In Viseu, we specialise in functional training, HYROX and ATHX, in a welcoming space for every level - from beginner to advanced. Here, every class is a chance to progress, challenge yourself and connect with people who share the same purpose: living better every day.

Checkered pattern

The yellow and black checkered pattern evokes the start and finish line. We use it as a section divider and on event materials.

Tone of voice

How we speak

  • Close and direct - we speak to you as a friend
  • Energetic, without shouting
  • Inclusive: we talk to beginners and athletes alike
  • Concrete: schedules, plans, next steps

How we don’t

  • Body-shaming or guilt-driven language
  • Miracle promises or “before and after”
  • Unexplained technical jargon
  • An intimidating tone for people just starting out

Press & partnerships

Need more materials, high-resolution photos or want to talk about a collaboration? Drop us a line.

Contact the team