Wild Crane Rising Brand Identity

An identity design project for Wild Crane Rising, a Martial Arts Dojo in Berkeley, CA.

Branding

Identity

Logo Design

Gallery

Description

This is a freelance project I did for Wild Crane Rising Tae Kwon Do, a Martial Arts Dojo in Berkeley for women and trans people. The main part of the project was designing a new logo for the dojo, for use on banners, t-shirts, and on their website. In order for the logo to read properly on the web, I created a slightly simplified version that works better at smaller sizes, like what you would find on the web. I also made various updates to the website to clean it up and make it consistent with the new branding language. The website had been created in Wix, and it had a lot of issues with spacing, text readability, and information hierarchy. After implementing the edits to the website, it is much more user friendly and visually appealing.

ALT — A proof sheet from my process designing the identity, showing assets for use in various situations, and comparing various strategies of implementing the illusion of depth in the image mark.

ALT — The two main versions of the logo, the top being intended for use in print and at larger scales, and the bottom intended for use on the web.

ALT — The original logo, which I had designed for the dojo in 2020, served as the basis for the new logo design. I believe that the new logo is a more refined and polished version of the original, while still retaining the essence of the dojo's identity.