Brand Champion Brand Identity
Brand Champion main logo
Brand Champion animated champion concept
Brand Champion business cards front and reverse
Brand Champion pitch document cover
Original website design
- Client: Internal Work
- Skills: Branding
Brand Champion was the first iteration of my design business. The concept was born out of a creative-centric, ethically driven focus on the agency model. As a boxing fan I wanted a design practise driven by sportsman-like values and the higher-minded ethos of a ‘champion’. Both internally as far as ethics and transparency, and externally in representing brands and organisations.
As always with my logo design, I’m looking for an ownable, unique idea that can only be applied to the brand in question, in the simplest form possible. With Brand Champion I wanted a mark that spoke to both the internal and external applications of the business concept. Something that demonstrated positivity and a winning spirt.
After initially going through fonts to find a suitable typeface, I noticed with the Bebas font if I force-aligned the letters the ‘A’ in ‘Brand’ and ‘Champion’ formed an interesting symmetry. By flipping the top ‘A’ and removing the crossbar in the lower ‘A’, I saw a stylised figure with arms raised in triumph, not unlike the victorious ‘Rocky’ pose. And the logo was born.
With the main logo decided, the idea was the ‘champion’ figure would serve as the icon to the main logo. I wanted to be able to animate the character, and have it represent the dynamism of the brand. Supporting typography was further inspired by boxing posters – stark, unfussy and dominant. This styling was applied to stationery, marketing materials and pitch documents. And the concept furthered with the letter-press style of the original website (pictured in development).
After awhile I retired the Brand Champion brand as my business model began to change. However it remains probably my favourite piece of logo design, and I plan to resurrect it in a new creative business training enterprise.