JJ Watt Logo by Jon Hill at Coroflot.com

JJ Watt Logo

JJ Watt Logo from Jon Hill

JJ Watt Logo

• Project was a lengthy collaboration between JJ, myself, and my director
• “J” and “J” make “W” & when flipped it makes “99” and “M”
• The “M” & “W” stand for Megawatt, JJ’s nickname
• Negative space within the logo form 3 pillars standing for 3 Watt bros
• Aggressive angles show power, speed, and forward /upward motion
• Wide base with a pointed peak symbolizes building power toward a focused goal
• Horn like darts show upward motion
• Shape inspired by the 4 fingers of a hand blocking a pass. Negative space at the bottom forms an upward arrow as the hand moves to a defensive position

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“I wanted the ability to put my own personal stamp of approval on tools that I thought would help people perform better. And that is what this logo has allowed me to do. When you see this logo, you will know that I personally had my hand in the product’s creation and that it has my own personal stamp of approval.”
-JJ WATT

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Inspiration imagery

Process - A few attempts abstracting hands and incorporating two J's and a W.

A couple logos highlighted that were worth pursuing.

Some pretty rough initial explorations attempting to make horns and a W work together. This route was too hard to abstract successfully and was too obvious, plus it just didn't work. Some of the military options worked better.

A few alterations based on my director's logo.

Starting with the shield logo, the rest of the logo options emphasized patriotic imagery, and a few were inspired by air and spacecraft. These were nods to JJ's military support and Houston's space industry.

The main logo that JJ kept coming back to. He ended up wanting the bottom of the "J's" connected.

More iterations exploring the shield and stars logo in the previous image. Focusing more on Watt with the W logos.

More iterations exploring the shield and stars logo in the previous image. This time focusing more on MegaWatt, JJ Watt's nickname, by emphasizing M and W.

More iterations exploring the shield and stars logo in the previous image. These options were influenced more by military insignias because of JJ's tremendous support to the armed forces. 3 parts being one whole was commonly used throughout the logo process because of 3 Watt brother's and JJ's closeness to his family.

Stars and stripes, J's, 99, and gladiator masks inspired many of these options.

The rocket and patriotic vibes carried through these options. Motion darts/horns were added to emphasize speed and direction. The double J motif abstracted into a battle axe inspired by JJ Watt's warrior spirit.

JJ making a battle axe and a W for Watt or M for Megawatt.

These options obviously started as a star but quickly simplified into an aggressive spear tip reminiscent of military delta insignias.

One of the better deltas that focus on the 3 aspect relating to the 3 Watt brothers. Its also an abstract pair of arms in a defensive position, ready to block a pass. The 3 deltas in the middle also show upward/forward motion.

Two J's pitted against each other causing visual tension and emphasize JJ's competitive spirit. It doubles as an W/M and an abstracted upper body, with two arms and abstracted face jumping upward (when positioned with the arrow facing up).

Some of the more unique options from previous rounds were explored further. An obvious emphasis on stars based on JJ's patriotic and military passions. I tried the horn/darts on the battle axe options but it ended up muddying the message.

One of the presentations we put together explaining our inspirations. We had to sort through hundreds of logos to find these 4.

Another round of changes after getting JJ's feedback. Some of the options had too long of a tail/descender to look instantly recognizable as a pair of J's. JJ wanted a little more separation and to connect the characters to look more J like. JJ even offered sketches to convey his ideas.

The JJ logo was initially going to be accompanied with WATT on a soft release so more people associated the logo with JJ Watt. Ultimately it wasn't used.