How Our Logo Took Shape｜A Straightforward Look at the Process

Figuring Out Our Own Standard First

 

We started building the gi before we even had a logo.
We assumed the right direction would show up naturally as we worked.

Hiring a designer felt like the obvious choice.
We didn’t have design skills, so outsourcing made sense — in theory.

But no matter how many revisions we tried, nothing felt right.

Eventually, it became clear:
the issue wasn’t the designer.
It was that we hadn’t defined what our brand should stand for.

Without that, no design could ever feel like “ours.”

So we stepped back and asked the real questions:
What are we making? What matters to us?

Once those answers became clearer, the logo process started to make sense.

 

 

What We Learned From the Material

 

We went back to the material — hemp.

Just handling it and looking at it made a few things obvious:

• it isn’t perfectly uniform
• it’s strong in a simple, practical way
• it gets better with use

That lined up with what we want our brand to be.

With that clarity, we started sketching again.
No complicated concepts — just lines that felt honest and natural.

 

 

The Logo Ended Up Showing Our Attitude

 

In the end, the logo wasn’t about finding the “coolest” design.

It just needed to reflect how we work:

• steady, not rushed
• simple, not flashy
• decided by our own standard, not trends

Once we understood that, picking the final form was easy.

 

*We were searching for the tone closest to the natural color of hemp stems.

 

 

Closing

 

Our logo isn’t just a mark.
It’s a straightforward expression of how we choose to build things.

 

*A faint line appears under certain light. Our first gi is taking shape soon.