The goal of this rebrand was to position the Strikeforce organization as leader in MMA (Mixed Martial Arts) promotions - this meant leaving the skulls and blood splatters in the past. A new wordmark and branding elements were created that carried over into event materials, product, web, video, and an EA Sports video game. Six months after the rebrand Strikeforce was purchased by Zuffa, the owners of the UFC.
Main word mark and secondary shield icon
The shield icon was created as an ambigram, so it would be legible from every vantage point.
Glove design
Glove design in action
Typography direction
Logo variations
Newsletter type lockup