Rogue Jiu-Jitsu
BRAND IDENTITY
Rogue Jiu-Jitsu is a Seattle-based gym passionate about creating an accessible, inclusive, and community-driven space within a sport often known for its intensity and masculinity. Their mission is to foster a community grounded in mutual respect and a shared passion for jiu-jitsu, where beginners and seasoned athletes, kids and adults alike, can thrive.
With a rebellious yet grounded spirit, Rogue Jiu-Jitsu challenges norms in a traditional sport. Inspired by the ‘Rogue’ archetype from fantasy worlds, the brand blends jiu-jitsu’s heritage with modern, inclusive values. A carefully chosen mix of sans serif and serif typefaces reflects this fusion of tradition and modernity. Forest green, nodding to Seattle’s evergreen landscape, boldly contrasts the aggressive reds of competitors—signaling a new kind of gym culture.
A New Kind of Gym
Lil’ Rogues is Rogue Jiu-Jitsu’s kids program, designed to make jiu-jitsu fun, approachable, and empowering for the next generation. Rooted in the same rebellious yet grounded spirit, it helps kids build confidence, resilience, and a genuine love for the sport. I designed the sub-mascot to stay visually aligned with the core brand while leaning into a more playful and adventurous tone, capturing the energy, imagination, and boldness kids bring to the mat.
