Rogue Jiu-Jitsu
BRAND IDENTITY
Rogue Jiu-Jitsu is a Seattle-based gym dedicated to 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 founders’ love of fantasy movies and games, the ‘Rogue’ archetype became the gym mascot, standing out in a field where animal mascots are commonly used. The brand blends jiu-jitsu’s heritage with modern, inclusive values. Serif and sans serif typefaces reflect this balance of tradition and modernity, while forest green, nodding to Seattle’s evergreens, boldly contrasts competitors’ aggressive reds, 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. The “Chibi-style” sub-mascot is designed 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.
