Leverage Jiu Jitsu is a Brazilian jiu jitsu gym in Louisville, Colorado founded and owned by two BJJ blackbelts. They hired me to explore some new logo concepts for their brand new opening.
Creative Director, Lead Designer
1 month
For any BJJ practitioners, you know there's a method to the madness. Familiar terms include fulcrum, leverage, force, and mass. In the initial logo designs, I wanted to play with the idea of leverage since the word is in their brand name. It also became fun to play with inverted triangles, using the A and the V in "leverage", while experimenting with an all-star athletic style.
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We ended up with a fun logo: nodding to the BJJ concepts at play, but still athletic and sporty.
