Freelance Design with Jestelite LLC

Newborn Cascao UK Team Logo

The logo for the Newborn Jiu Jitsu UK team


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:

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. 

The second lion:

Tried facing the lion to the side, but it was seriously lacking the fierceness I felt it needed. 

The Original Logo +

Lion + Fighting +

The UK Colors +

UK Flag


Newborn Cascao UK Team Logo


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.