← Work · Personal brand · USA
MarkRusso
Speaker, author, coach and karate black belt. A brand with the discipline of a dojo and none of the ninja-movie clichés.
- Client
- Mark Russo · USA
- Year
- 2020
- Scope
- Logo, symbol, palette, typography and basic brand guidelines
- Highlight
- An M and R monogram inspired by ancient knot-shaped Asian symbols
01 — Where it started
Mark Russo teaches people to get unstuck with what he learned on the mat.
He is a speaker, author and coach, working with people who feel they have lost control of their own lives. A karate black belt, he uses martial arts as the language of his classes and talks.
The brief asked for a hint of martial arts or Asian style, but only a hint: nothing that looked like a ninja logo. It listed six words the brand had to carry: integrity, passion, dedication, strength, focus and spirituality.
02 — The knot
Two letters tied into one symbol.
The M and the R of Mark Russo.
Locked together like the knot-shaped symbols of ancient Asia.
Turned 180 degrees, the pair closes the other half.
A circle ties it all together.
Dark background version #2B2111 · #EF4123
Monochrome version #EF4123
03 — The system
Three colours and plenty of white space.
Red for energy, used sparingly; sand as support; a near-black brown for text. Clean, confident typography, and a basic guide covering construction, clear space, minimum sizes, versions and misuse.
- Red#EF4123
- Sand#F4E3D3
- Brown#2B2111
04 — In the dojo
From the gi to the black belt.
The symbol embroidered on the back of the gi and the logotype on the black belt.
05 — On stage
From the badge to the big screen.
Mockups of the brand on the speaking circuit: conference signage, badge, street poster and reception banner.
06 — Book and screen
The author and the speaker.
The symbol in gold on a book cover and the logotype on the speaker page.
07 — Deliverables
- Symbol & logotype
- Vertical & horizontal lockups
- Palette & typography
- Basic brand guidelines
- Print & digital files
- Application mockups
- Creative direction & design
- Gabriel Vitiver
- Client
- Mark Russo
- Period
- 2020