Our brand identity system. These guidelines ensure consistency across all platforms, materials, and communications.
01 — Logo
Primary Logo
The JiuFlow logo combines the app icon mark with a stacked wordmark and descriptor. Always use the complete lockup in brand communications.
Dark background (primary)
Light background
Brand red background
Wordmark only
Icon mark only
Stacked wordmark
02 — Clear Space & Minimum Size
Logo Protection
Maintain clear space equal to the height of the "jf" icon mark on all sides. Minimum logo width is 120px for digital, 30mm for print.
1x
1x
1x
1x
Min 120px width
Minimum (drop descriptor)
03 — App Icon & Favicon
Digital Icons
The Red Full Brand icon. At small sizes, simplify to jf monogram only.
1024 · App Store
512 · Splash
180 · Touch
32 · Favicon
16 · Tab
04 — Color Palette
Colors
A restrained palette. Red is the only accent. Use sparingly for maximum impact.
JiuFlow Red
#E94560 · rgb(233,69,96)
Red Dark
#D63851
Red Deep
#8B1A2B
Gold Accent
#D4A853 · rgb(212,168,83)
Black
#0A0A0A
Surface
#111111
Border
#1A1A1A
Text Secondary
#555555
White
#FFFFFF
USAGE RATIO
Black 57%
Surface 23%
Red 9%
Gold 6%
White 5%
05 — Typography
Typeface: Inter
Inter is used across all platforms for its clarity, extensive weight range, and excellent rendering at all sizes.
Inter Black 900
Headlines, Logo, Hero
Inter Bold 700
Subheads, Buttons, Labels
Inter Medium 500
Navigation, Descriptors
Inter Regular 400
Body, Paragraphs
LETTER SPACING
jiuflow-4px — wordmark
JIUFLOW+2px — uppercase lockup
BRAZILIAN JIU-JITSU+4px — descriptor
06 — Brand Voice
Tone & Language
How JiuFlow speaks. Direct, knowledgeable, never condescending. We respect the practitioner.
Do
"Train smarter. Flow better."
Don't
"The ultimate BJJ app for everyone!!!"
Do
"237 techniques. One system."
Don't
"We have SO MANY amazing techniques!"
Do
"Built by practitioners, for practitioners."
Don't
"Whether you're a beginner or advanced..."
Do
"Your game plan. Your flow."
Don't
"Create your own custom personalized plan today!"
07 — Photography & Imagery
Visual Direction
Dark, high-contrast, focused. Show the intensity and beauty of jiu-jitsu. Avoid stock photo aesthetics.
🥊
Action shots
👀
Close-up detail
⚫
Dark & moody
🔥
High contrast
🧠
Focused athlete
❌
No stock photos
Photo treatment: Desaturate slightly, increase contrast, add subtle vignette. Overlay with dark gradient when used as backgrounds. Never use filters that alter the red brand color.
08 — Motion
Animation Principles
Smooth, purposeful, never decorative. Every animation should feel like flow on the mat.
Ease: cubic-bezier(.16,1,.3,1)
Duration: 200-400ms (UI), 600-1000ms (page)
Direction: Bottom to top (reveal)
09 — In Context
Application Examples
How the brand appears across different touchpoints.
JIUFLOW
TechniquesDojosRankingsShop
Website Header
JIUFLOW
HomeAboutContact
Light Mode Header
Mobile App
JiuFlow — BJJ Training×
Browser Tab
Merchandise
Master the art of flow
The BJJ learning platform
Social / Ad Banner
10 — Incorrect Usage
Don'ts
Never modify the logo. These examples show what to avoid.
Change icon color
Stretch or distort
Reduce opacity
Change typeface
Add effects or glow
Rotate elements separately
11 — Downloads
Brand Assets
Download official logo files for use in your projects.