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case study:

Dojo Productions

This french company wants to become a hub for talent, an all-encompassing agency, that can provide a variety of services across branding, marketing, PR, photo and video production, sound and music production and sales.

This is the journey of the logo design.

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The Problem

When starting the process, the group did not have a name yet - we truly started from scratch!

We explored various names, cross-checking them with registered company's in France, social media profiles and existing websites.

Once we agreed upon a name, I then explored different potential styles and identities.

The Process

Once we narrowed the name down to "Dojo" I began exploring different visual styles and researching competitors.

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The client gave me lots of input and adjectives to describe their vision. The biggest challenge was to find something that would work as well on a corporate letterhead and invoices, as on a hip-hop music videos, and everything in between.

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It needs to be "energetic" but not too "aggressive", "sharp and strong" but not too "rigid and cold", be "real" but also have some "fantasy" and be "dreamy"...

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They also were debating whether to embrace the Japanese roots of the word, or to exclude it.

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The Result

After exploring many different concepts and styles, we decided it was best to stray away from the Japanese iconography and stick to a simple typographical logo.

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The "wave" idea came to me when reviewing their descriptive words and vision. Since they wanted something "strong" yet "smooth" and "poetic". 

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This allowed me to create a square-shaped lettermark that has sharp angles and strong vertical lines, but also has curves and an element of "fantasy". 

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Also, this style remains really legible at any scale and on any medium and situation. It looks great distorted, overlaid on a photo, on a business card, and so on...

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