Reimagining a Martial Arts Academy & Gym
Brand Design/ Corporate Identity Design/ Apparel Design/ Marketing
Visual Designer/ Art Director/ Photographer
OVERVIEW
Capital MMA and Elite Fitness has been a staple of the DMV area since 2001. With seven different locations, the latest gym in Lorton, Virginia relocated to a historic district called the Lorton Reformatory, a former correctional facility that closed in 2006 and reopened up in 2021 as a commercial and residential mix use.
The academy has gained a loyal following of members who have been with the gym for many years. However, after two decades of operation, the gym has started to show its age despite its efforts and is in need of a rebrand.
THE CHALLENGE
As a member of the latest academy and new practitioner of Brazilian jiu-jitsu, I wanted to learn everything about the culture and the community as a whole. Over the course of my first year training at the gym, I wanted to see how far I can push myself as a competitor but also as a designer to reimagine the Capital MMA brand identity to commerate the 20th anniversary since launching in 2001.
THE SOLUTION
I created this case study because I saw that Capital MMA's current logo and brand identity could be improved with a more simplified approach to the logo along with variety of different lock ups, secondary marks and overall branding system. With 7 different locations, I saw an opportunity to create a more cohesive corporate identity for all of the facilities to feel like one brand while creating a system to represent and distinguish each facility differently.
I noticed the evolution of the brand at the newly renovated location in Lorton where they showcase a gallery of past branded t-shirts with a variety of different designs, logos and graphics. With the 20th anniversary of Capital MMA, I saw an opportunity to refresh the brand a commemorate the milestone.
Evaluating The Current Logo
There are several factors to consider when evaluating the quality of a logo. Here are some key considerations:
- Simplicity: A good logo should be simple and easy to recognize. It should not be too cluttered or complex.
- Memorability: A good logo should be memorable and easy to recall. It should be distinctive enough to stand out and be easily recognizable.
- Timelessness: A good logo should be able to stand the test of time. It should not be too trendy or faddish, as this can quickly date the logo and make it appear outdated.
- Versatility: A good logo should be versatile and work in a variety of settings, such as on a website, a business card, or a billboard.
- Appropriateness: A good logo should be appropriate for the brand it represents. It should reflect the brand's values, personality, and identity.
- Originality: A good logo should be original and not too similar to other logos in the same industry or market.
- Impact: A good logo should have a strong impact and leave a lasting impression on the viewer.
By considering these factors, you can evaluate the quality of a logo and determine whether it is effective for the brand it represents.
Here is my thoughts on the current logo used:
- Looks out-of-date. The 3D gradients were used excessively back in the 80s and 90s.
- Lots of details. Detailed logos are not necessarily bad, they're just not scalable. The words on the seal becomes illegible and indistinguishable when presented smaller as seen above.
- Generic illustrations style of the Eagle. The illustration style can be found all over the internet including stock graphic and photo sites that hundreds of other companies use, making it easily mistakable as another brand.
Brand Attributes
By listing keywords for various categories, outlining brand attributes help create the basis of the visual identity and brand framework:
Finding a Visual Style
When ideating for a new visual style, I started by collecting visual references and inspiration for my redesign using the keywords and brand attributes. Next, I started to curate the found images into a stylescape. Similar to a moodboard, a stylescape is a unique type of “mood board” or “vision board” that paints of a clear picture of the visual direction for a brand/project/initiative.
Creating a stylescape is 3 step process:
- Discover images and inspiration
- Organize those images and pick your favorites
- Synthesize the best ones into a stylescape
The Drawing Board
Using the brand attributes and stylescape, I started to sketch and design the ideas and concepts from references. This phase was made simple by the strategic thinking and planning made.
Visual Identity System
