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Elementum Jiu-Jitsu

An Organic

Logo // Branding // Visual ID


The Creative Process.

After meeting with the client, we realized that in addition to the business vision and practically defined action plan, he also had a good understanding of design, decoration, and architecture, understanding the importance of each element to provide the best experience for his clients/students, partners/investors and who knows, sponsors/supporters.


Connecting all these points to create a brand that was motivational (given the nature of the sport) and at the same time conveyed a certain sophistication (taking into account the geographical location and the target audience) was one of the main challenges for building the logo.


Industrial style in interior design has some specific features that were taken into consideration during the creative process, such as: simple, solid, rustic, modern, and elegant.

This style is mainly characterized by brick walls or worn textures, pipes and exposed beams, and other objects exposing the foundation and original (or simulated) foundations of the facilities.


Big cities such as New York, San Francisco, and London exploit this style very well in restaurants, cafes, and lofts, becoming a contemporary trend and synonymous with taste.


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

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

Examples and References 
of Environments


Looking at the images, we can see a certain, 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 into a well-known style of architecture and design called Constructivism (1920’s & 1930’s). Importantly, the focus is on design and not 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 Bauhaus (pre-World War II) have embraced this modernist and industrial art style, influencing architecture and design for the past 100 years in both Europe and the US, as well as South America.


After this study of shapes and styles, we went further to research the brands that were influenced by this and many of them were already in my creative unconscious for the Elementum Jiu-Jitsu logo proposal. On this page are some of them.


The block shapes and the way they were industrially fitted pleases us very much, and since the meeting and the photos the client sent to us, we already knew I needed to follow this path to the macro concept of the logo. To further reinforce this argument, there is one very important point that needed to be taken into consideration: The wide name of the academy.


For this reason, we opted for a typographic logo, but still, there was a conceptual representation inserted in a subtle and attractive way. We used the letter “E” as a base as it is right in the middle of the word and also present in 3 opportunities. Another positive aspect is that all letters can be easily constructed with right angles and symmetrical spacing.




Credits: Art Direction & Design: Leo Bandeira

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