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Work
Startup
Project
Role
Gracie Jiu-Jitsu
Ideation, Design, Illustration, Vendor-Wrangler
Role
The primary challenge was to delineate a specific San Francisco gracie school from the myriad of other ‘gracie style’ jiu-jitsu schools—pedigreed*, and un-pedigreed alike—found throughout California, the rest of the united states, and internationally—all of which reference the gracie family name for their branding.
This was satisfied by integrating the visual element of a regional icon—the golden gate bridge. The bridge indicated and supported the triangle element, and its use offers prime localization properties in the design. The typeface selection was driven by the need for a visually stable set of characters that imply a solid base upon which the triangular bridge element to stand upon. The palette replicates the colors or rank found on a Brazilian Jiu-Jitsu masters belt.
All Rights Reserved © Ford Minton 2012
