Newborn Jiu Jitsu started to branch out into the European Jiu Jitsu market. They needed a team logo that kept the original feel, but was different enough that it could be considered unique to the UK team.
Eric wanted to incorporate a lion (faith in God), the UK colors, and possibly change the font some so that it looked a little more like the Metallica logo.
The first lion I sketched was just to feel out the character of the lion for this project. I liked the idea of the belt and the crown, but I didn’t like that it was in a vertical orientation which would make it strange when it came time to put it on a GI.
Tried facing the lion to the side, but it was seriously lacking the fierceness I felt it needed.
It makes sense to redo the lion as a fighter. So I found an image I felt I could work with and made the logo from that. I didn’t want the lion so aggressive that it turned people off from the sport of Jiu Jitsu, so I toned the attitude down some.
I also made it round so that it would work well on a GI.