Challenge

This new sporting gear company, founded by an industrious 17- year old, was inspired by an absence he saw in the Mixed Martial Arts sporting gear industry. When this young man looked around, the industry was dominated by one company whose styles incorporated dark imagery on their tshirts, hoodies and shorts — skulls, demons, devils, etc. His idea was to create a totally different kind of company with more of an all-american appeal. They named their company New Blood Fight Gear and their inspiration was native American warriors.

Process

The client provided the following key ideas for the design process: Native American, strength, tribal, inverted triangle shape, thunderbird, simplicity. The first presentation of logos is shown below.

Resolve

The client was most inspired by option 1 above. This idea incorporated “NB” for New Blood as the wings of the thunderbird. After talking to the client, we decided to adjust the design to include a more aggressive profile and beak, as well as breaking up the tail for more interest. The final design hits all of their original requests and is a strong and iconic mark for their new clothing line.

We chose a warm orange PMS as their signature color and kept the presentation simple and clean. This has allowed this logo to be used successfully in multiple mediums — from print advertising, to their website, to screen printing on their t-shirts and embroidering onto their caps. Following is a print ad developed for publicizing their new brand: