Elin McLain
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Identity · Teamwear

100 Kilos

Someone figured out that the letters in KILOS match the number of belts from white to black.

Elin McLain

100 Kilos is the brand Elin created for his brother Clay’s jiu jitsu gyms, 100 Kilos Jiu Jitsu, in Walla Walla and Dayton, Washington. Logo files start in March 2024. The system runs through October 2026.

The main logo stacks 100, KILOS, and JIU JITSU. The system also includes a circle-stroke three-color mark, a diamond, a horizontal, a hand-drawn version, color combinations, and wall mockups. 100 Kilos Uniform Supply, the teamwear line Elin and Clay co-own, extends that brand. The archive note also names a Sports Uniform Co lockup. The logo file on this page reads Uniform Supply.

The logo became a cultural thing right away. More than a few members have gotten the main logo tattooed, and they fill the letters in as they earn each belt. The mark is how the gyms build culture: people carry it, and the letters fill in with the belts.

Brand guide v1.1 names Kilo Navy, Signal Yellow, and Mat Teal, plus black and white, and sets text in Akshar. Collateral here includes a flag, a Washington-state lockup, a teamwear catalog, a trifold, the Walla Walla class schedule for fall 2026, a flyer, social templates, and tees. Gym photographs show the logo in the room.

Client
100 Kilos Jiu Jitsu
Role
Brand identity
For
Clay’s gyms
Where
Walla Walla and Dayton, Washington
Years
Logos March 2024, system through October 2026

Deliverables

  • Main stacked logo and the wider logo system
  • 100 Kilos Uniform Supply, the teamwear extension
  • Brand guide v1.1
  • Flag, Washington-state lockup, catalog, trifold, class schedule, flyer, social templates, tees

Color

Brand guide v1.1

Named in the archive for the jiu jitsu brand.

  • Kilo Navy

    #272974

  • Mat Teal

    #008081

  • Signal Yellow

    #FCC90C

  • Black

    #000000

  • White

    #FFFFFF

Earlier gym colors

Named before this brand guide was in the build. Close to the guide, and not the same.

  • Navy

    #282A73

  • Teal

    #008080

  • Gold

    #FFBD15

  • Soft black

    #231F20

Uniform Supply file

Fills in the three-color horizontal logo on this page.

  • Navy

    #282A73

  • Teal

    #008181

  • Yellow

    #FBC90D

Type

  • Akshar

    Named in the brand guide. The specimen below is that face, set on this site. It is not the logo.

100 KILOS

Walla Walla · Dayton

Jiu jitsu. Uniform supply. White to black.

Images

TODO · Placeholder

Tattoo photos

The main logo tattooed, with letters filled in as belts are earned. None are in the archive. Do not illustrate stand-in tattoos.

Main logo, teal. Stacked 100 / KILOS / JIU JITSU.
Main logo, teal. Stacked 100 / KILOS / JIU JITSU.
Main logo, black.
Main logo, black.
Circle-stroke mark, three colors.
Circle-stroke mark, three colors.
Diamond mark, two colors.
Diamond mark, two colors.
Horizontal logo, three colors.
Horizontal logo, three colors.
100 Kilos Uniform Supply, three-color horizontal. One- and two-color files are not in this build.
100 Kilos Uniform Supply, three-color horizontal. One- and two-color files are not in this build.
Hand-drawn logo.
Hand-drawn logo.
Color combinations.
Color combinations.
Full-color logo on a wall.
Full-color logo on a wall.
Diamond logo on a white wall.
Diamond logo on a white wall.
Brand guide v1.1, page 1.
Brand guide v1.1, page 1.
Color thumbnails from the brand system.
Color thumbnails from the brand system.
Type thumbnails. Akshar is the text face named for the gym.
Type thumbnails. Akshar is the text face named for the gym.
Flag mockup.
Flag mockup.
Washington-state lockup, teal.
Washington-state lockup, teal.
Teamwear catalog, page 1.
Teamwear catalog, page 1.
Teamwear catalog, page 2.
Teamwear catalog, page 2.
Trifold mockup. The file name says wireframe v1.
Trifold mockup. The file name says wireframe v1.
Class schedule, Walla Walla, fall 2026.
Class schedule, Walla Walla, fall 2026.
Flyer. The file name includes AGF 2026.
Flyer. The file name includes AGF 2026.
Social announcement template.
Social announcement template.
Tee concepts: milk carton, flag, and the hand-drawn mark.
Tee concepts: milk carton, flag, and the hand-drawn mark.
Collaboration board. The file name includes Pedigo. No further credit is stated here.
Collaboration board. The file name includes Pedigo. No further credit is stated here.
Brand guide v1.1, page 2.
Brand guide v1.1, page 2.
Brand guide v1.1, page 3.
Brand guide v1.1, page 3.
Brand guide v1.1, page 4.
Brand guide v1.1, page 4.
Brand guide v1.1, page 5.
Brand guide v1.1, page 5.
Brand guide v1.1, page 6.
Brand guide v1.1, page 6.
Brand guide v1.1, page 7.
Brand guide v1.1, page 7.
Brand guide v1.1, page 8.
Brand guide v1.1, page 8.
100kilos rose 01.
100kilos rose 01.
100kilos typestrip designs explore 02 1.
100kilos typestrip designs explore 02 1.
100kilos typestrip designs explore 02 2.
100kilos typestrip designs explore 02 2.
100kilos 01 bw.
100kilos 01 bw.
100kilos 02 bw.
100kilos 02 bw.
100kilos logos present 01B 1.
100kilos logos present 01B 1.
Brand Thumbnails Logos.
Brand Thumbnails Logos.
Brand Thumbnails Social Backgrounds Frames.
Brand Thumbnails Social Backgrounds Frames.
Gym photograph from the 100 Kilos archive.
Gym photograph from the 100 Kilos archive.
Gym photograph from the 100 Kilos archive.
Gym photograph from the 100 Kilos archive.
Gym photograph from the 100 Kilos archive.
Gym photograph from the 100 Kilos archive.
Gym photograph from the 100 Kilos archive.
Gym photograph from the 100 Kilos archive.
Gym photograph from the 100 Kilos archive.
Gym photograph from the 100 Kilos archive.
Gym photograph from the 100 Kilos archive.
Gym photograph from the 100 Kilos archive.
Gym photograph of the circle logos.
Gym photograph of the circle logos.
Gym photograph of the circle logos.
Gym photograph of the circle logos.
Social stories frames 01.
Social stories frames 01.
Tshirt concepts milkcarton flag handdrawn 2.
Tshirt concepts milkcarton flag handdrawn 2.
Tshirt concepts milkcarton flag handdrawn 3.
Tshirt concepts milkcarton flag handdrawn 3.

TODO · Still to add

  • Tattoo photos — The main logo tattooed, with letters filled in as belts are earned. None are in the archive. Do not illustrate stand-in tattoos.
  • Clay’s last name, if it should be published.
  • Which color set is canonical: brand guide v1.1, the earlier gym colors, or the Uniform Supply file fills.
  • Whether the public teamwear name is Uniform Supply or Sports Uniform Co. The logo file reads Uniform Supply.

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