Agency : Teddy Sport Agency
Role : Branding
Year : 2021
The Challenge
En : The Fightart brand has grown to become one of the leading brands in martial arts equipment. After testing, experiencing, and sweating with numerous kimonos for over three decades, the creators of Fightart wanted to immerse professional athletes, amateurs, and enthusiasts in a new equipment experience, enabling them to pursue their ultimate goal: sports performance. This evolution requires the brand to evolve as well. Create the brand identity and associated branding, based on an existing logo.
The Challenge
The Approach
En : To create this brand identity, I relied on an existing typography, a prominent logo, and the universe of martial arts. I developed a typographic system that allows flexibility in adapting to different media. I kept the logo's sans-serif typography and combined it with a typography that evokes the world of martial arts because combat is an art. Fr : Pour créer cette identité de marque, je me suis appuyé sur une typographie existante, un logo prédominant et l'univers des arts martiaux. J'ai élaboré un système typographique offrant une flexibilité pour s'adapter à différents supports. J'ai conservé la typographie sans empattement du logo et l'ai associée à une typographie évoquant le monde des arts martiaux, car le combat est un art.
Fightart - Teddy Riner's equipment supplier - was born from the desire to offer an innovative range of martial arts equipment, drawing inspiration from tradition, the fundamental values of martial arts, and the code of honor of Bushido.
