The concept behind this brand identity was to convey the movements of the judo and jiu jitsu practice in an abstract manner. The black figure in the back is throwing the white figure from behind towards the ground. This dynamic movement creates a composition that gives the logo a sense of complementary forces that are interacting. In the large format the kanji give the negative space balance and direction. The typeface pairing allows the word “Kodokwan” to be emphasized with weight and detail.