Dmitry Grenev

Everest

Everest is a combat sports club in Izhevsk with eight disciplines — from boxing and MMA to judo and kobudo.

The identity is built on the metaphor of an ascent. The Everest lettering grips the lines with ice-axe hooks; the mark is a peak — an arrow that always points up; every training session is altitude gained, and the path through the club is a route to the summit. The color palette is adapted to high altitude: charcoal, snow, sky, and signal orange. The visual language is built on print-shop texture — monospaced type and crop marks become the medium for a narrative unfolding through the leitmotifs of mountaineering and old-school boxing.

Hold the altitude.

Role

Art Director

Scope

Identity, print, digital, merch

Domain

Sports, combat sports

Mark and lettering

1.1Construction1.2Locker tags

Palette

2.1Colors

Posters

3.1Print sheet3.2City

Digital

4.1Social media4.2Website

Ascent map

5.1Route

Merch

6.1Gear

Summit

7.1Team
Fig. 1.The tails of Э and Т grip the line like ice-axe hooks.

Mark and lettering

The name sets the altitude — the system holds it. The lettering and the mark are built on one gesture: upward movement.

1.1

Construction

The lettering is custom: the diagonal tails of Э and Т work as ice-axe hooks.

The mark is a peak arrow built on the letter А. It always points up.

Outlines of the Everest lettering and the peak mark
Fig. 2.Construction: outlined lettering and mark.
Ice axe silhouette with the Everest lettering
Fig. 3.The ice axe is a silhouette asset of the identity.
1.2

Locker tags

Locker room key tags: on the reverse, the mark is mirrored downward — ascent and descent.

Locker key tags with the lettering and number 67
Fig. 4.Tag 67: arrows up and down — ascent and descent.

Palette

The palette is adapted to high altitude.

2.1

Colors

Charcoal 2C2C2C, snow FFFFFF, sky 4194E2, ice 85D4FF, and signal orange FF5121.

Palette of five colors with HEX values
Fig. 5.Charcoal, snow, sky, ice, signal orange.

Posters

A poster is assembled like a print sheet: a dense display grotesque in caps, monospaced service lines in brackets, crop marks. Inside — vintage engravings and the chronicle of old fights.

3.1

Print sheet

Latin mottos set the tone of the series: Citius, Altius, Fortius — Potentia, Miles, Velocitas.

Citius Altius Fortius poster with engraved boxing boots and a jump rope
Fig. 6.Poster with an engraving: boxing boots and a jump rope.
Stand Your Ground poster with the shields of Achilles
Fig. 7.Poster with the shields of Achilles.
The Shield of Achilles engraving close-up
Fig. 8.A vintage engraving from the poster series.
A hand holding a 32 kg kettlebell
Fig. 9.The texture of the old school: a 32 kg kettlebell.
3.2

City

The citylight takes the poster series out into the street.

Citylight with the Train in Full Gear poster
Fig. 10.Citylight: Train in Full Gear.

Digital

The website and social media are assembled from the same modules: the poster grid, monospaced lines, and the route line.

4.1

Social media

The everest.fight Instagram runs as a feed of posters: events, enrollment, competitions.

everest.fight Instagram profile with a grid of posters
Fig. 11.everest.fight: a grid of posters.
4.2

Website

On everestfight.club, a route line runs through the pages; each discipline has its own page with coaches and a trial session sign-up.

Fig. 12.Website scroll: desktop.
Fig. 13.Website scroll: mobile.
MMA discipline page on a laptop with a halftone boxer
Fig. 14.The MMA page; a boxer from the old chronicle in the background.

Ascent map

The loyalty program repeats the ascent: the path through the club is marked with statuses and rewards.

5.1

Route

  • Fighter — 25 sessions: a club T-shirt
  • Star — tag the gym on social media: 10% off a membership
  • Brought a friend — 30% off a membership
  • Fan — a review: a poster
  • Gym Legend — 100 sessions: a 10 000 ₽ gear certificate
Booklet spread with the route, status cards, and the orange rewards card
Fig. 15.Booklet spread: the route, status cards, and the rewards card.
Hold the Altitude poster and the loyalty card
Fig. 16.The Hold the Altitude poster and the loyalty card.

Merch

The gear wears the system: the lettering, the mark, and the slogan move onto fabric and plastic.

6.1

Gear

Reflective lettering on the balaclava and anorak, embroidery on the shorts, prints on the T-shirts and the mouthguard.

Balaclava and anorak with reflective lettering
Fig. 17.Balaclava and anorak with reflective lettering.
Mouthguard with the phrase From a Smile Everyone Gets Brighter
Fig. 18.The mouthguard: From a Smile Everyone Gets Brighter.
Boxing shorts with embroidered outline lettering
Fig. 19.Shorts with embroidered outline lettering.
Sparring Club T-shirt back with the Hold the Altitude slogan
Fig. 20.Sparring Club: Hold the Altitude on the back.
Women's sports kit with the mark and the lettering
Fig. 21.Women's kit: the mark on the bra, the lettering on the shorts.

Summit

Everest is the red dot on the map of the world's peaks. Hold the altitude.

Earth from space with a comparison of the world's peaks, Everest marked in red
Fig. 22.A comparison of the world's peaks: Everest is marked in red.
7.1

Team

Art direction — Dmitry Grenev.

Design — Vladislav Shadrin, Dmitry Grenev.

2026

MSK 22:08, Monday, 10 AugustMSK 22:08