Dojo Design & Branding DOJO SITE DESIGN by Dojo

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Dojo
Executive Creative Director Geoff Edwards, Mauro Alencar
Released March 2010

Credits & Description

Category: Online Digital Design
Advertiser: DOJO
Product/Service: DOJO BRAND
Agency: DOJO
Date of First Appearance: Mar 1 2010
Entrant Company: DOJO, San Francisco, USA
Entry URL:
Partner / Executive Creative Director: Mauro Alencar (DOJO)
Partner / Executive Creative Director: Geoff Edwards (DOJO)
Director of User Experience: Thais Alencar (DOJO)
Media placement: Website - Internet - 3/1/2010 / Ongoing

Describe the brief from the client
DOJO set out to create a visual ID that represented the toughness associated with starting an agency during a recession. We decided to have all of our brand messaging reflect toughness, perseverance, constant self-improvement and unity. The 3 words that make up our dogma are DEFY, SUBVERT, CREATE, and they speak to the mission of this organization. Those words represent never loosing sight of the barriers but always taking the 'road less traveled.' This belief lead us to everything from our name “DOJO” - which means “place of the way” to the “Brass Knuckle” logo created as our signature.

Describe the challenges and key objectives
Our challenge was to create a unique brand that was memorable, iconic, adaptable, and most importantly stood for something. It couldn't be just a look to represent the company. We needed this look to have a soul and represent the company's message, both internally for it's employees and externally to generate 'talk value' and intrigue with clients. The objectives were met. The various DOJO materials we created became and instant hit with clients and provided a great way to welcome new employees, disseminate our culture and to also reward and educate prospects about the company and what we do.

Describe how you arrived at the final design

The creation of the DOJO logo paved the way for the remainder of our collateral materials. We didn't want just a logo. We wanted a flag. A beacon. Something with gravitas. We made an effort not to use cliché imagery or typography associated with DOJO schools for self-defense or other strong Asian references because we were interested in the spirit of the word DOJO and not it’s origins. We settled on a design that took the word 'DOJO' and molded it into the shape of brass knuckles, which was an image we had been playing with for a while.

Give some indication of how successful the outcome was in the market
Astonishing! 1 month after the DOJO website launched we won the FWA. The DOJO 'Knuckles' logo and the real “brass knuckles gift box” - which contains a real metal version of the logo encased in laser-cut foam inside a wooden box that also includes our reel on a USB CARD - became a hit with our clients and prospects. So much so that our Activision client invited us to create the logo for the widely acclaimed video game Call Of Duty Modern Warfare 3 due for release in 2011, along with a few other logos for their products and services