Empowerment Self-Defense Global — Armenian chapter is a self-defense training initiative aimed at providing girls and women with practical skills to effectively prevent and respond to violence. I was approached by the creator of the initiative to create the logo for the course as well as the merch design for the participants.
The logo is a minimalist abstract fox in a saturated orange color. The fox is a symbol of cunning, intelligence, and agility, all of which are important qualities for self-defense. The orange color is a bold and confident color that represents strength and power. The logo is simple and easy to remember, yet it is also visually striking. It is the perfect logo for a self-defense training course that teaches people how to protect themselves in any situation.
Initially, I proposed three options for the logo. We wanted the fox to be the central symbol, as this animal is often associated with women's empowerment and self-defense. After some deliberation, we decided to go with Option 3. We felt that this option best represented the values of the initiative and the strength and determination of women.
These are the primary and secondary colors of the brand. The orange color is saturated and vibrant. This creates a sense of energy and excitement. The color also represents strength and power. Black is a sophisticated and timeless color that provides a sense of contrast and makes the logo stand out. The secondary colors are also inspired and complement the primary colors. Dark Sky blue is a calming and refreshing color that represents peace and tranquility. Amazon is a vibrant and energetic color that represents excitement and adventure. Alabaster is a soft and subtle color that provides a sense of balance and harmony.
The typography was specifically designed for this project to convey the strong will and power necessary for self-defense.
The square grid and very straight angles were used to reflect the brand’s values of strength, precision, and control over the situation.
The social icon is the fox itself. Its unique and recognizable shapes will resonate with the target audience.
Business cards with the grid system and in color.
The orange color drews attention here. So that the card won’t be overlooked.
The Evolution of the Merch Design Illustration
The initial illustration for the merch design was a more minimalist design. However, we felt that it could be improved by adding more detail to the leaves and sun. We also wanted to create a more cohesive and cleaner look, so we decided to use boxy text and keep it within a certain shape.
In addition to the visual changes, we also made sure that the elements of the illustration could be used separately as design assets. This would allow us to create a variety of different merch products, all with the same cohesive look and feel.
The illustration was made separately for the merch design, which was later printed on totebags. The mood of the design is confident, empowering, and stylish. The colors orange, blue, and green are used to create a sense of energy and vitality.
The style of the design is geometric and abstract. The geometric fox from the logo is used as the focal point of the poster, and it is surrounded by an abstract environment of trees and leaves. The text with the 5 main principles of self defense is also used to create a sense of urgency and importance.
thank you for watching
