Personal branding and merch design for
Aleksandar “RAKETA” Rakic


Developing brand identity for a person with a great reputation and funbase is a big challenge on its own. How will the fans take it? Does it match the existing image? With our approach we tackled this and other project goals:

  1. Develop a responsive Brand Identity system that will fit any medium
  2. Design multiple merchandise items

#Brand Identity

Logo Development

Aleksandar “Raketa” Rakic is an Austrian mixed martial artist, who currently competes in the light heavyweight division of the Ultimate Fighting Championship (UFC). As of May 4, 2021, he is #3 in the UFC light heavyweight rankings, competing primarily in the European circuit.

Aleksandar is of serbian descend and his fanbase is partly based in Balkans. His is also famous in the USA, meaning the brandname should reflect the origins of a fighter and be easy to pronounce at the same time. This is how the crew came up with “Raketa” serbian for “Rocket”.


Primary idea for the brand identity was to connect the name and the nickname. We created a dozen of rocket icon to see that we need something more sophisticated than that. The orinal font also appeared to soft an MMA player.

That is how we came to the TokyoTrail font and a logo based on it. TokyoTrail is great example of an edgy, rough and modern font, with still readabletures. The signature look of a logo mark is two letters “A” and “R” combined. For even better contrast the logo is made in bright red and white or red and black for lighter surfaces.

The logo exists in three version: a logo mark combining “A” and “R”, a word “Raketa” starting with a mark and a full version with a red arrow on the left, used mainly for merchandise.


High quality athleisure is great way option for sport merchandise. Aleksandar focused primarily on hoodies, longsleeves, pants, hats, caps and the hero of our time – face masks.


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