Signal Mountain Jui Jitsu
Deliverables: Branding, Visual Identity System, Logos, Brand Assets, Print Collateral
Services
Brand Identity, Logo Design & Development
Client
Signal Mountain Jui Jitsu
Signal Mountain Jiu Jitsu needed a brand identity that captures the duality of the sport: the relaxed fluidity of a master practitioner versus the sharp, dangerous reality of combat. The client requested a specific mascot—a large, relaxed Sasquatch silhouette throwing the "shaka" sign—paying homage to the local terrain.
The core challenge was to take this naturally "chill" and organic image and integrate it into a branding package that felt aggressive, edgy, and competitive. The goal was to avoid the aesthetic of a "vacation souvenir" and create the vibe of a combat facility.
The resulting brand identity for Signal Mountain Jiu Jitsu is distinct, edgy, and memorable. It successfully creates a visual language that feels dangerous and sharp, while retaining the unique local flavor of the Sasquatch lore. It turns a "relaxed" mascot into a symbol of calculated dominance.
Visual Identity & Logo Design
The Mascot: A realistic, solid black silhouette of a Sasquatch. The lines are smooth and organic, emphasizing the heavy fur and the relaxed posture. The "shaka" hand sign is prominent, signaling confidence.
Typography: Since the icon is organic, the typography carries the weight of the aggression.
I selected fonts that convey motion and impact.
Primary Typeface: A heavy, italicized sans-serif with custom cuts and angular terminals.
Secondary Typeface: A monospaced utilitarian font for data and contact info, adding a tactical/military feel.
Color Palette: A high-contrast, no-nonsense palette designed to look intimidating on the mats.
Obsidian Black: The canvas. Deep and consuming.
Signal Red: The aggressor. Used heavily as a call to action.
Slate Grey: The balance. Used for secondary elements and geometric patterns.
Stark White: The contrast. Used for maximum legibility on dark backgrounds.
Social Ads:
Utilizing sharp angled backgrounds with high-contrast white text to ensure the text is readable despite the aggressive background art.
Schedule & Flyers:
Utilizing sharp angled backgrounds with high-contrast white text to ensure the class times are readable despite the aggressive background art.
