An Organic
Brand

Our client’s comprehensive grasp of design, decoration, and architecture, in addition to the business vision and action plan, instills confidence in the project’s direction. He understands the pivotal role of each element in delivering an exceptional experience for his clients, students, partners, investors, and potentially, sponsors and supporters.

The task at hand was to craft a brand that not only motivates (in line with the sport’s nature) but also exudes a certain level of sophistication, considering the geographical location and the target audience. This was a significant challenge in the logo design process.

Industrial style in interior design has specific features that were taken into consideration during the creative process, such as simplicity, solidity, rusticity, modernity, and elegance.

This style is primarily characterized by brick walls or worn textures, pipes, and exposed beams, as well as other elements that reveal the foundation and original (or simulated) foundations of the facilities.

Industrial style, a contemporary trend and a symbol of taste, is prominently featured in big cities like New York, San Francisco, and London. It is particularly prevalent in restaurants, cafes, and lofts, underscoring its relevance and appeal.

Jiu-Jitsu offers the same attributes in its highly organic movements and engaging dynamic style.

Simplicity through efficiency. Solidity through the base. Rusticity represents the figure of the fighter. And elegance because it is the famous and world-famous expression “Gentle Art”.

Looking at the images, we can see a particular, almost obligatory visual pattern: lines, geometric shapes, and contours, right angles, thick and consistent blocks. The refinement is revealed only in the details, giving balance and charm to the scenery.

Starting from this principle, I directed my process toward a well-known style of architecture and design called Constructivism (1920s & 1930s). Importantly, the focus is on design, rather than the political manifestation or historical context of this contemporary art style.

Artistically, Constructivism abuses geometric shapes, primary colors, block typography, and the absence of serifs.

Avant-garde schools, such as the Bauhaus (pre-World War II), have embraced this modernist and industrial art style, which has influenced architecture and design globally for the past 100 years, from Europe and the US to South America.

After studying shapes and styles, we further researched the brands that were influenced by Constructivism, such as [insert examples here], and many of them were already in my creative unconscious for the Elementum Jiu-Jitsu logo proposal. On this page are some of them.