SFU Kendo Club
As part of my role with the SFU Kendo Club, I led a poster design initiative to support club promotions and event visibility. The project aimed to boost campus engagement and grow membership through visually compelling and culturally resonant promotional materials.
Research
I began by analyzing the university’s brand guidelines, particularly its official red (#CC0627) and white palette, to ensure visual consistency across all student organizations. I also examined iconography common in martial arts logos and samurai motifs, focusing on symmetrical design, clarity at small sizes, and recognizable kendo gear such as the men (helmet), dō (chest armor), and shinai (bamboo swords).
In parallel, I gathered feedback from club members on values they wanted represented: discipline, respect, and cultural authenticity.
Design Features
The final design features a bold circular emblem showcasing a frontal view of the men and dō, framed by two crossing shinai. The use of red and white reinforces both SFU's branding and Canadian identity, while the symmetrical layout evokes balance and formality—core to both kendo and samurai aesthetics. The logo is intentionally minimal to allow for scalable reproduction on a wide range of materials including uniforms, posters, and social media assets.
The logo has since been implemented across multiple mediums:
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Event posters and digital banners
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Social media platforms for club announcements
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Custom-designed club jackets and university-branded clothing
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Recruitment materials during SFU Clubs Days
The apparel design was particularly successful, contributing to stronger member pride and a more unified club image during tournaments and intercollegiate events.
Prototype
This project deepened my appreciation for the intersection of cultural heritage and modern branding. I developed a stronger understanding of how to create a visual identity system that is not only functional and versatile, but emotionally resonant for a community. I also learned the importance of adhering to institutional guidelines while injecting creative expression. The process involved iterative design, peer feedback, and alignment with brand consistency—skills I continue to apply in design work across other organizations.
Reflections
Understanding
As a student-led sports club rooted in Japanese tradition, SFU Kendo lacked a cohesive and modern visual identity that reflected both its heritage and affiliation with the university. The original logo was difficult to reproduce consistently across mediums and lacked symbolic depth. The goal was to design a logo that could serve as a versatile emblem for posters, apparel, and digital promotions while resonating with both current members and prospective newcomers.
