LIVING MUAY THAI
DEVELOP AN IDENTITY FOR AN approachable ONLINE MARTIAL ARTS LEARNING PLATFORM rooted in fundamental thai boxing
Design & Art Direction / Ryan Ganss
Designer / Susan Helmholt
Project Coordinator / Kru Rex Terpstra
Consultation / Kru Keith Leonard
Living Muay Thai, for real
As a long-time practitioner of Muay Thai, I was honored to be asked to participate in the identity aspect of this online learning platform. The project was accelerated during the Covid pandemic as instructors from across the globe banded together to offer online classes at all times throughout the week for students to stay active and learn true and fundamental Thai Boxing. A panel of these instructors provided input into the project and helped to shape the final mark.
Typography
We wanted the typography to be authentic to Thai culture, humanist, and feel friendly and approachable. While the exploration phase of this project brought in many different options, Mitr was the selected typeface and translates to “friend” in Thai.
Colors
The color palette and it’s slightly desaturated values were to add a hint of sophistication in an otherwise approachable mark. Primarily using the Goldenrod value, the palette is complimented with legible combinations of dark blue or off-white.
BEHIND THE SCENES
The logo design process included a community dropbox paper document that served as a way to document group notes and agreements, logo sketches and concept directions, and pitched solutions that weren’t selected.
