Brand Basics

Brandmarks

You may only use the approved brand assets that are provided on this site. Consistent use of these assets helps people easily recognize references to MABJJ and protect our company trademarks. Any MABJJ logos or images found elsewhere on the web are not approved for use.

 

BJJ Mark

Our original symbol representing Brazilian Jiu-Jitsu, it’s history and lineage, and core concept of simplicity and effectiveness.

Monogram

Brand mark derived from the geometric wave patterns adorning the beaches of Copacabana. The cropping of the “stripes” house Marcelo Alonso’s initials of “M” and “A”

 
 

Legacy / Affiliation Marks

Marcelo Alonso Brazilian Jiu-Jitsu Team

Carlson Gracie Jiu-Jitsu Team

Patterns & Iconography

 

The patterns and icons provide symbolic depth and sophistication to the MABJJ visual language. These should be used sparingly and in complimentary fashion to unify various media with our primary brand communications.

 

Patterns

Onda

Representing flow, fluidity, and progress. The Onda (“wave” in Portuguese) pattern is derived from the pattern seen on the sidewalks of Copacabana beach in Rio. Use this pattern as a natural, decorative accent.

Diamante

Representing the order, unity, and tradition of Jiu-Jitsu. The Diamante (“diamond” in Portuguese) pattern is a symbolic pattern derived from patterns seen across traditional Japan textiles to national Brazilian motifs and even native Amazonian tribal symbolism.

 

Iconography

Monoweight Icons

These icons are to be used as symbolic extensions to indicate action, environment, place, and/or space in accompanying primary marks or logos across brand applications.

 

Colors

 

Our primary brand colors are red, black and white. They are used to provide accessibility, simplicity, and consistency throughout all brand communications.

The MABJJ Red should be used sparingly as an accent or attention color.

  • White

    RGB: 255 255 255
    CMYK: 0 0 0 0
    HEX: #FFFFFF

  • Red

    RGB: 218 55 49
    CMYK: 0 89 91 1
    HEX: #DA3731

  • Black

    RGB: 0 0 0
    CMYK: 74 71 0 0
    HEX: #000000

  • BD Grey 1

    RGB: 21 21 21
    CMYK: 11 8 6 0
    HEX: #DDDDDD

  • BD Grey 2

    RGB: 138 150 148
    CMYK: 47 31 32 1
    HEX: #8A9694

  • Charcoal

    RGB: 41 43 40
    CMYK: 74 71 64 87
    HEX: #292B28

Typography

The MABJJ employs simplistic typography across the brand.

Primary Font

For use with titles, headlines, and leading text.

 

Roc Grotesk Wide Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

!@#$%^&*()_+-=,./?<>[]\{}|~`

1234567890

 

Variations

BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

!@#$%^&*()_+-=,./?<>[]\{}|~`

1234567890

ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

!@#$%^&*()_+-=,./?<>[]\{}|~`

1234567890

Headline Styles

Headline 1

Headline 2

Headline 3

Headline 4

Secondary Font

For use with body copy, long form information, detail notations, and general text.

 

Acumin Pro Wide Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

!@#$%^&*()_+-=,./?<>[]\{}|~`

1234567890

 

Variations

BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

!@#$%^&*()_+-=,./?<>[]\{}|~`

1234567890

ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

!@#$%^&*()_+-=,./?<>[]\{}|~`

1234567890

Paragraph Styles

Paragraph 1

For subheadings, leader sentences, and 2-3 lines text, like so.

Paragraph 2

For multi-sentence copy and general text. This size is the most ideal for paragraphs but can be used for notations and callouts, if used in informational hierarchies.

Paragraph 3

Simple labels, details, and abbreviated notations.

Examples & Specimens

Headline

Making better humans through the development of skill, technique, and awareness.

Subhead

MABJJ ranks as the foremost Brazilian Jiu-Jitsu academy and affiliations in the Pacific Northwest.

Body

We instruct young adult (14 and above with approval) to adult students of all ages, from a variety of backgrounds and abilities with each aspiring to attain their own personal training goals. The MABJJ affiliate network is a thriving community of martial arts centered schools, gyms, and academies offering a range classes of instruction and training across the United States and other countries, welcoming of any and all.

 

Quotes

“There is no losing in Jiu-Jitsu. You either win or learn.”
— Master Carlson Gracie Sr.

I do not defeat my opponents.
They defeat themselves.

-Helio Gracie

 

Lists

  • Gi Jiu-Jitsu

  • No-Gi

  • Wrestling

  • Judo

  • Sambo

  1. Black Belt

  2. Brown Belt

  3. Purple Belt

  4. Blue Belt

  5. White Belt

Download / Install

Roc Grotesk

Primary font for headlines, titles, and lead typography.

ACTIVATE

Acumin

Secondary font for text, body copy, and notations.

ACTIVATE