CRAZY MONKEY DEFENSE

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 Copyright © 2018 by JooHyeRan

All rights reserved. This book or

any portion thereof may not be
reproduced or used in any manner
whatsoever without the express
written permission of the publisher
except for the use of brief quotations
in a book review.

Printed in the Malaysia.

First Printing, 2018.

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 CRAZY MONKEY DEFENSE
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CONTENTS

ABOUT CMD 6
Who are they?
Background
Company information
Vision
Mission
Philosophy/Motto
What they do?
How they do it?
Their target audience
PROGRESS
Where do they want to be?
idea sketches 12
Choosing factor
trial mock ups 16
Advantages & Disadvantages

ABOUT NEW CMD 9 LOGO

Target audience symbol/logotype 22
Design Objectives symbol&type combination 23
Keyword/ Look & Feel color 24
Brand’s Direction logo format 25
Finalized Key word logo application options 26
Idea
Company Information SUPPORTING VISUAL 27
Personal Information graphic/pattern/photo/typography/pictogram
CORPORATE STATIONARY
name card 32
letterhead 33
envelope 34

ENVIRONMENT DESIGN
signage 36
wayfinding 37
poster 38 MERCHANDISING
front desk 42 T-shirts 48
building 44 pants 54
building wall 45 waterbottle 56
boxing ring 46 boxing gloves 57
element used 47 eco bag 58
sports bag 59
belt 60
uniform 61
closet 62
Refrigerator 62
starter pack 63

CRAZY MONKEY DEFENSE

VEHICLE 4

DIGITAL MEDIA
website 66
digital name tag 67
 ABOUT CRAZY MONKEY DEFENSE
Who are they?
Background
- Crazy Monkey Defense is a global program, thought in over 15 countries around the
world. Created by South African born martial artist Rodney king, Crazy Monkey has been
taught to special force operators, law enforcement teams, right through to the everyday
guy and woman.

Company information
- Learn real world self-defense skill, applied by the best warrior in the world. Unleash the
skills of our flagship program: Crazy Monkey Defense Boxing and the grappling techniques
of Brazilian Jiu-Jitsu that caters for the everyday person

Vision
- They train for happiness. No competition with anyone else except ourselves.

Mission
- They use the S.M.A.R.T. goal setting format.
S.M.A.R.T. stands for Specific, Measurable, Attainable, Realistic, and Timely. They wishes all
clients use this for their fitness and martial arts goal setting.

Philosophy/Motto
- They believes that if you are failing in the right direction, you will eventually get to your
destination!
- They train for Fun, not always for Trophies
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What they do?
- Apps design by themselves
- Clothing merchandise
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- Boxing
- Jiu-Jitsu
- Kettlebell
- Fitness

How they do it?

- Customers define what area of martial arts or personal safety that you are most keen
on and together, we address those concerns in a systematic way starting with helping you
build an athletic base and understanding our FourDrivers™ platform.
- Customized Training for your Private Group or Company.
- Adjust your level of class intensity

Target Audience
- Adults, 20 to 40 years old
- Jiu-Jitsu class mostly guys, Boxing class mostly mixed gender, Fitness class mostly women

CRAZY MONKEY DEFENSE

Where do they want to be?
- They wish to build our inner game. Real inner game skill we can apply to our life and
career. Not only in self-defense
 Choosing factor
- There are 20 to 30 professionals at Crazy Monkey
- Family style gym, stable studio, small and very personal class
- Hygiene and Safety
- To learn personal safety skills
- To develop self-confidence
- To train your body to become stronger, fitter and more resilient
- To develop a new social circle of like-minded friends
- To take lessons learned on the mats and apply them in your daily life
- Stress management

Advantages & Disadvantages

- They opened Facebook page, Instagram, website also provide promotion
- Design by themselves, New shirt every year, Clothing merchandise
- Free parking for members
- Good quality of facilities
- Friendly people and team
- Too isolated place
- No consistancy of environments/logo identity

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ABOUT NEW CRAZY MONKEY DEFENSE
Target audience
- Those who likes martial arts 9
- Who got passion
- Stressed people (who want to have fun)

Design Objectives
- To make people feel more friendly and Easily accessible
- To show martial arts is not difficult sports
- It is not rink to violence (not scary)
- 1st time their look was scared

Keyword/ Look & Feel

- Fun
- Easily accessible
- Friendly
- Water

CRAZY MONKEY DEFENSE

Brand’s Direction
- Crazy monkey is the place of the process of finding the self
 Finalized Key word
- Fun
- Easily accessible
- Passion
- Sporty
- Aggressive
- Friendly

Idea
Why this symbol?
- monkey head shape, for CMD’s identity
- Triangle, jiu jitsu’s symbolic shape is triangle.
- Some of famous jiu jitsu family have used for their identity. meaning is
peaceful of body and mental.
- Water splash, People always need water and represence passion
on people

Why this color?

- yellow illustrate monkey/fun
- blue shows the feeling of water
- black represent “expert” in martial art

What I want to show?

- Fun/Passion/Friendly
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A. Company Information
Brand Name: Crazy Monkey Defense
Company Registered Name: Vici Consolidated Sdn Bhd
Company Registration Number: 012345678M
Address: 9, Jalan Riong, off Jalan Maarof, Bangsar, 59100 Kuala Lumpur.
Contact: (03) 2201 7556
Email: hello@crazymonkey.my
Website: crazymonkey.my

B. Personal Information
Person in Charge: Vincee Choo (Head Coach Bangsar HQ)
Position: CMD Malaysia Representative

CRAZY MONKEY DEFENSE

 PROGRESS
#1 idea sketches

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 CRAZY MONKEY DEFENSE
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 #2 idea sketches

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 CRAZY MONKEY DEFENSE
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 trial mock ups
#1

#2

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 CRAZY MONKEY DEFENSE
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#6
#4

#5
#3
 trial mock ups
#8

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 CRAZY MONKEY DEFENSE
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 trial mock ups
#7

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 CRAZY MONKEY DEFENSE
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 LOGO
logotype

simbol

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simbol&type
combination

CRAZY MONKEY DEFENSE

 COLOR

E6B81A 33BDEE 000000

yellow illustrate blue shows the black represent

monkey/fun feeling of water "expert" in martial art

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#1 single color black&white

E6B81A reverse

#2 single color #1 single color

000000 reverse

CRAZY MONKEY DEFENSE

#3 single color #2 single color
33BDEE reverse
 main logo

main logo
with defense

#1 logo
option

#2 logo
option
#1 logo
option with
defense

crazy
monkey crazy monkey DEFENSE
#2 logo
option with
#3 logo defense
option
#4 logo
36° option

crazy
monkey
DEFENSE

#4 logo
#3 logo
logo option with
option with 36°
application defense
defense

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SUPPORTING VISUAL

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#1 water splash

pattern

CRAZY MONKEY DEFENSE

#2 water splash
 photo(all in grayscale)

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Typography - Futura bold

CRAZY MONKEY
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
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penatibus et magnis dis parturient montes, nascetur ridiculus.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Typography - Futura bold italic

CRAZY MONKEY
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
commodo ligula eget dolor. Aenean massa. Cum sociis natoque

CRAZY MONKEY DEFENSE

penatibus et magnis dis parturient montes, nascetur ridiculus.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
 boxing fitness jiu jitsu

pictogram
fitting kettlebell gender

call sms internet

home search message

like wifi arrow

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 CRAZY MONKEY DEFENSE
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sharp edge
&gap
 CORPORATE STATIONARY
name card

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 CRAZY MONKEY DEFENSE
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letterhead
 envelope

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envelope opened
 ENVIRONMENT DESIGN
signage

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 CRAZY MONKEY DEFENSE
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wayfinding
 #1 decoration poster series

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#2 decoration poster series

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CRAZY MONKEY DEFENSE

 #3 decoration poster series

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#4 promoting poster

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CRAZY MONKEY DEFENSE

 #1 front desk

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#2 front desk
 building

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building wall
 boxing ring

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MAIN ELEMENT USED metal
for environments

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brick

CRAZY MONKEY DEFENSE

cement
 MERCHANDISING
#1 T-shirts

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#2 T-shirts
 #3 T-shirts

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#4 T-shirts
 #5 T-shirts

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#6 T-shirts
For players

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CRAZY MONKEY DEFENSE

 #1 pants

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 CRAZY MONKEY DEFENSE
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#2 pants
 waterbottle

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boxing gloves
 cotton bag

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sports bag
 white belt

black belt

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jiu jitsu uniform
 refrigerator
closet

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 CRAZY MONKEY DEFENSE
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starter pack
 VEHICLE

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 CRAZY MONKEY DEFENSE
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 DIGITAL MEDIA
website

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 CRAZY MONKEY DEFENSE
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digital name tag
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Thank you
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