History, heritage, camaraderie and self-defence. Being the premier online source for historical European fencing and fighting arts, the goal of this corporate identity not only aligns with their current transparent brand positioning, but also appeals to a larger demographic, maintaining credibility and legitimacy.
The objective of the new identity is to refresh ARMA’s visual aesthetic while maintaining and reinforcing its current audience perceptions and brand positioning. The elegant and timeless brandmark draws inspiration from the ARMA’s core values as well as ornate Medieval patterns and elements.
The ARMA’s target audience can generally be anyone, however are most often men between the ages of 25 and 35 (gathered from an interview with the founder of the organization). While also maintaining the ARMA’s current demographic, the new identity's playful tone also targets children ages 8–13 who are in school and learning about Renaissance and Medieval time periods as part of their curriculum.