01 The Brief
Toughmans Fight league. A new fighting league in Australia.
Develop a distinctive, edgy, industrial brand style and logo, along with a suite of social media templates; the existing attached branding direction is considered too cutesy and reminiscent of a video game, and AI-driven workflows should be leveraged to deliver revised brand concepts within a combined cap of 5 hours across the design team.
02 Logo
The Toughmans Fight League logo is built to hit hard and read fast. The bold, condensed wordmark leans forward to give a sense of speed and momentum, while the hi-vis green on black delivers instant impact and strong recognition across posters, socials and merch.
The embedded boxer icon adds personality and makes the mark feel uniquely Toughmans - rooted in fight culture without feeling old-school. The outlined Fight League lockup sits underneath as a clean, supporting line that keeps the full logo balanced and versatile.
Primary Lockup
Horizontal Lockup
Minimum Size Lockup
03 Colour
The palette balances the raw toughness of the fight brand with a clean, contemporary edge. The hyper green and solid black create a strong, instantly recognisable core that’s bold enough for logos, headlines and key calls to action. Grey provides a neutral, professional base for body copy and backgrounds, keeping layouts clear and restrained, while the softer green adds breathing space for supporting information. The vivid purple then steps in as a punchy accent for feature bouts, dates or VIP moments. Together, the colours are modern, confident and energetic.
Primary Palette
Hyper Green
Hex: #D8F659
Black
Hex: #000000
Secondary Palette
Grey
Hex: #939598
Pastel Green
Hex: #EDFCAD
Purple
Hex: #8533FF
04 Typography
Bebas Neue leans into that gritty, arena-ready energy. Big, legible and confident from a distance while still looking modern and professional. It delivers instant impact with tall, condensed, all-caps letterforms that feel powerful, disciplined and intensely focused. Its clean geometric structure with tight spacing give headlines a sense of urgency and competitiveness.
Paired with Museo Sans as a supporting body font, you get a strong yet approachable system: Bebas Neue brings the punch up front, while Museo Sans keeps longer copy clear, readable and grounded, creating a cohesive look that feels both bold and considered.
Primary Typeface
Bebas neue
Secondary Typeface
Museo Sans
Sizing
POW
WOW
BANG
WHAM
OUCH
Type sizes all
100% Leading
-2% Tracking
Toughmans primetime jab-cross hook step cornerclub arenaflux fightweek promocharge spotlights stamina bagwork punchtrack.
Type Sizes 40–72pt/px
110% Leading
-2% Tracking
Southpawra stanceflow cornertalk hypeflare roundhouseo gritstone cutmantra entrywalk contendero tapetron roarwave sweatlight jabstep maincardia chincheck
Type Sizes 24–40pt/px
120% Leading
-1% Tracking
Sponsorwall anthemrise focuspad clashmode ringcraft fluxguard gymfloor titlechase feintline guardlock intensityra bellringus headmovio combochain rallycrowd arenaecho juggerjabbus pacecontrol ironfocus chinsteel walkoutum
Type Sizes 0–24pt/px
130% Leading
0% Tracking
05 Iconography
The icon suite distills boxing motifs (gloves, lightning bolts, starbursts and speed bags) into simple geometric forms in line with the modernist emphasis on abstraction and minimal detail. Pop‑art influences appear in the bold neon green and black palette and playful shapes that recall comic‑book exclamations. These pop‑art icons are colourful and personality‑filled and create an energetic, cohesive visual language.
Punching Fist
Lightening bolt
Knockout
Gradient 3
Training
Verses Bolt
06 Art Direction
The art direction is raw, sweaty and unapologetically real, like you’ve been dragged right up to the ropes. Everything is shot in hard black and white, with sweat, tape and bruises catching the light instead of glossy hero poses.
The shots are close, a bit messy and full of motion; fists mid-swing, lungs burning, split-second eye contact. You see small details: the wrap on a wrist, breath hanging in the air, the crowd just a blur of faces and phones.
It feels more like someone’s been documenting real fights in a grimy gym than shooting an ad. Making the brand feel honest, tough and on the side of the fighters, not the spectacle.
07 Outputs
Toughmans Fightclub out in the real world – gritty, loud and unapologetic. You’ll see how the black-and-white base with hyper green accents feels like a modern take on comic books and pop art. The work is led by big type and strong imagery, with simple icons helping to tie everything together and keep it feeling fresh and modern. Use these examples as a guide for how the pieces should come together so it always looks and feels Toughmans.
