14/05/2026
Full brand system for USU 💨
USU started life as Asgard503 - a Jiu Jitsu brand with big ambitions to take on the wider combat sports market and eventually, general sportswear.
But their name was holding them back. It didn’t align to their goals nor the strategy of how to achieve them. The new name translates to ‘practice’ in Latin and works across every sport and discipline they’re growing into.
With a three letter name and a stoic, utilitarian personality, a custom wordmark felt like the right solution. But I wanted to honour the 503 (the founders’ area code) in the new design somehow.
I converted 503 to an angle of 50.3°, divided it by three for each letter and used that as the exact degree of italicisation across the wordmark. Most people will never notice. But Mike & Liv will 🤝
This italicisation was vital to communicate their mission of movement. Supporting everyone who moves, whatever their discipline 💪🏼
Pairing this with a grounded neutral palette, a pop of energetic coral and a hard wearing type system - USU now has an identity built to grow into something iconic.
“Jack has breathed life back into our brand with the work he has done for our company’s rebrand…”
“…what Jack delivered in the end was nothing short of amazing! He truly understands what it takes to deliver a finished brand that represents a company but that is just the tip of the iceberg for what he delivers. He gave us a vision of the future and a goal to live up to with all of the work he did for us.”
