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Inspiration imagery
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Process - A few attempts abstracting hands and incorporating two J's and a W.
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A couple logos highlighted that were worth pursuing.
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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.
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A few alterations based on my director's logo.
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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.
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The main logo that JJ kept coming back to. He ended up wanting the bottom of the "J's" connected.
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More iterations exploring the shield and stars logo in the previous image. Focusing more on Watt with the W logos.
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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.
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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.
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Stars and stripes, J's, 99, and gladiator masks inspired many of these options.
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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.
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JJ making a battle axe and a W for Watt or M for Megawatt.
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These options obviously started as a star but quickly simplified into an aggressive spear tip reminiscent of military delta insignias.
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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.
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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).
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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.
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One of the presentations we put together explaining our inspirations. We had to sort through hundreds of logos to find these 4.
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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.
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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.
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One of the finalist typographic treatments.
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One of the finalist typographic treatments.
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One of the finalist typographic treatments.
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One of the finalist typographic treatments.
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Poster option created for JJ's weightroom.
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Poster option created for JJ's weightroom.
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Poster option created for JJ's weightroom.
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Poster option created for JJ's weightroom.
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Poster option created for JJ's weightroom.
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Poster option created for JJ's weightroom.
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Poster option created for JJ's weightroom.
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Poster option created for JJ's weightroom.
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Logo on the sockliner and tongue of his signature shoe, the JJ1.
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The seeded pairs sent out in a nice wooden box with the logo burned into it. The logo was also on the pamphlet and letterhead.
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An army of JJ1's ready for the Texans. The JJ Watt logo hang tag adorns every pair.

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