UFC GYM Jiu-Jitsu
Program identity, 40-page brand guide and launch rollout
UFC GYM · 2025–2026
Roles
Deliverables
- •Logo system
- •Badge variant family
- •40-page brand guide
- •Presale campaign
- •Display ads
- •Print collateral
Tools Used
Overview
A horizontal lockup and octagon badge family for UFC GYM’s jiu-jitsu program, built to hold on a gi, a wall or a banner ad.
The Challenge
UFC GYM was adding Brazilian jiu-jitsu as a named program inside clubs that already carry a loud parent brand. The mark had to read as UFC GYM without being swallowed by it, and hold up on a mat, a gi, a gym wall and a 600×200 banner ad.
The Approach
Designed a horizontal lockup plus an octagon badge that borrows the cage silhouette and wears it like a patch. The badge ships as a family — outlined, stencil, stamped and a limited signature variant — so it survives embroidery, single-color vinyl and screens without being redrawn. Documented it all in a 40-page brand guide and rolled it out across a three-beat launch: Coming Soon, The Mats Are Calling, Grand Opening.
The Outcome
The program launched on one system across adult, kids and event display sets, door hangers, flyers and pull-up banners. A club opening next quarter gets a mark that already works on whatever surface it lands on.
Gallery
