The client has practiced Brazilian Jiujitsu (BJJ) for years, and is in the process of launching a BJJ apparel brand. Initially, the name was “Wildcard Fitness,” which we refined to “Wildcard Jiujitsu” to focus on one sport exclusively.

Guided by the client’s inspiration for a playing card themed logo, I created the final Primary Logo based on my rough initial sketch. It took numerous renditions to arrive at the final logo – I created version after version, sometimes making large revisions, sometimes just small tweaks, until getting it just right.

Once we had the Primary Logo finished, I created an entire Brand System around it. This included a word mark, as well as several badges and icons, all ready to fit different places and purposes. As the client is planning to continually launch new products, there was lots of room to create different graphics based on the elements of the Primary Logo.