Dojo primary logo with leaf illustration shown on a warm photo of 3 women leaning on each others shoulders

what we created:

+ Brand Identity


Dojo is a survivor led organization creating resources for female survivors of sexual exploitation and abuse in Seattle, Washington.

As an online and in-person resource it was vital for Dojo to have a warm, welcoming brand identity that felt like a safe space. With the guiding idea the Dojo would feel like coming home we designed a brand that is both bright and modern, as well a cozy feeling. Using Jiu Jitsu symbology as our guiding inspiration, we were able to bring in inconspicuous concepts that are personal to the company owner without being too aggressive. In particular, the bright red and the triangle shape that appears as a small touch in the primary logo were used to tie the brand to the martial arts inspiration.

The triangle is a symbol of defensive and femininity, with it representing a strong fighting position in Jiu Jitsu. Adding a leaf illustration into the brand, as well as emblem shapes helped to add familiar elements that soften the brand, ensuring that it attracts the right demographic and speaks to the brand mission + personality.

See the brand identity in full below.

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