Benevolent Fist Martial Arts was an established business and were preparing for their 15th year of operation while moving into a newer and much larger facility. Knowing that BFMA was going to be using guerilla marketing techniques with posters, business cards, word-of-mouth, and the potential use of newspaper ads in the local community paper, it became clear that a re-introduction, visually into the community, would need to be eye-catching and exciting. The best solution for this was to limit the number of colours and create a distinctive illustration that represents the core value of this particular martial art.
Once the illustrated dragon was painted, digitally touched up, completed and approved, we forged onto the logo and brought the idea of the dragon along and into the overall design. Hung Gar kung fu is known as the ‘red fist’, or ‘way of the fist’—so we combined the dragon with the fist to form the basis of the overall logo.