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BRAND GUIDE

please know this is a student project.

brand concept by patrick drakeprofessor michael kidwellnov 2012 design systems

images fromcalifornia and hawaii : 60 to 65 / ron churchprewar surfing photographs / don jamessurfing photographs from the seventies / jeff divineriding giants / stacy peralta

nothing but love

CONTENTS

BRAND EXPRESSIONbrand philosophy

letter from the owner

identity attributes

target audience

BRAND IDENTITY ELEMENTSdevelopment

typeography

brand language

color

imagery

brandmark

logotype

signature

BRAND TOUCHPOINTSidentity system photographs

business cards

#9 envelope

stationery/leterhead

#10 envelope

direct mailer

tshirt tag

reciept

one color silk screens

responsive web design

store front/vehicle

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BRAND EXPRESSION

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an oceanic escapefor inland individuals

brand vis ion

letter from the owner

since i first visited the island of oahu i knew it was a magical place. The land was the most beautiful I had ever seen. The coast was lined with healthy vegitation and sand of the beaches was soft beneath your feet. The ocean pulled inward and began to rise to unforgettable heights. The waves were much larger then I had ever experienced. They truly demanded respect. Just as this one particular wave folded over itself a long haired board rider cruised out. He seemed stoked on emotion as a the wave collapsed right behind him. He rode out the wave, cutting back and forth in the mid day sun. The ride seemed over idealized, but it was the observed reality.

The perfection seemed effortless. Surfers humble qualities are ones I could relate with; being from Kansas City, an underrated midwest town, we were fundamentally taught to remain genuine and humble. This is why I thought regaurdless of geographic limitations the cultural transplant would resonate well.

JOHN THATCHER owner of Land Locked Surf Supply Co.

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brand philosophy

forever stoked.

brand essence

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spread love and genuine surf goodsto kansas city

brand miss ion

brand philosophy

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identity attributes

NATURALorganic embrace

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identity attributes

NATURALorganic embrace

ECCENTRIC slightly strange, unorthodox

brand expression

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EVOCATIVEhighly emotional, nostalgiic

identity attributes

CHARMINGwelcoming and pleasurable

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STOKEDconstant euphoria

identity attributes

INDEPENDENTnon-commercialism

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for those who arewishing for waves

target audience

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BRAND IDENTITY ELEMENTS

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development

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William Gordan

John Thatcher

Vans started as a California skateboarding shoes company but quickly adapted to multiple markets of “extremeΩ sports” such as surfing and snowboarding. Their products are distributed world wide and fail to align with the historical values of the surfing culture. The organic appeal be-tween surfing and skateboarding is what vans can be attributed to most of the brands success.

Saturday Surf is a New York based surfing brand, which pro-vides hard goods like surfboards and wet suits to east coast based surfers. But it is a brand based in opulence.All of their clothing is marked up to a price much higher than its original production value.Their brand characteristics are rooted in east coast values of classicism and respectability. The distribution of their products is limited to small upscaleboutiques nation wide.

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John Thatcher

Harvesting surfing culture in the midwest, may seem like a daunting task, but try telling that to John Thatcher, the 26 year old Kansas City native, who was the first to get seduced by the waves of Wiamea. When he returned from his first trip he easily convinced his two bud-dies to return with him, promising they wouldn’t need jobs and could live off the land while surfing everyday.

The three were quickly adopted by the locals because of their re-spectful approach to learning the way of the surf. Day after day in the Hawaiian sun, they rode with the water.

After a year and a half of waking up to the crash of waves, the three transplanted surfers, realised their new found lives need to be shared. They needed to share their new appriciations of life.

in 2010, Tom Hallton, William Gordon, and John Thacter combined to create Land Locked Surf Supply Co. The three grew up skateboarding around Kansas City and have been best friends for over ten years.

By manufacturing and distributing genuine surf goods,we can celebrate the surf.

Tom Hillton

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BOOKAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 0123456789

use for bodycopy

demi small capsAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 0123456789primary typographic representative

typography

NEUTRAFACE

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Freehand 575AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 0123456789use selectivly for typographic accents

KNOCKOUT HTF27ABCDEFGHIJKLMNOPQ RSTUV W X Y Z 012 3 456789Use in all caps for headlines

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brand language

remain genuine

FOREVER STOKED

nothing but love

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FOREVER STOKED

brand language

rad

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c o lo r

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i m ag e t r e at m e n t

brand language

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b r a n d m a r k

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lo g ot y p e

brand language

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g r a p h i c e l e m e n t s

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kansas city

brand language

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BRAND TOUCH POINTS

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view the scaled designs

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b u s i n e s s c a r d s c a l e d 1 0 0 %

f r o n t

b ac k

3" × 2"

b ac k

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# 1 0 c o m m e r c i a l e n v e lo p e s c a l e d 4 0 %

9.5" × 4.125"

f r o n t

b ac k

brand touchpoints

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l e t t e r h e a d f r o n t s c a l e d 5 0 %

8.50" × 11.0"

f o l d

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l e t t e r h e a d b ac k s c a l e d 5 0 %

8.50" × 11.0"

f o l d

brand touchpoints

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# 6 b a r o n i a l e n v e lo p e s c a l e d 4 0 %

4.25" × 6.75"

f r o n t b ac k

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d i r e c t m a i l e r s c a l e d 4 0 %

4.25" × 6.75"

b ac k f r o n t

brand touchpoints

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a p p e r a l tag s c a l e d 1 0 0 %

1.5" × 3"

f r o n tb ac k

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r e c i e p t s c a l e d 7 5 %

2.5" × ºº"

va r i a b l e l e n g t h

brand touchpoints

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o n e c o lo r s i l k s c r e e n s

brand touchpoints

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w i g g l e t e e

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s u r f s ^ ta n k to p

one color silk screen

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r e s p o n s i v e w e b d e s i g n

n o b i l e m e d i a q u e ry

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d e s k to p m e d i a q u e ry

responsive web design

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store front and vehicle graphic

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ride or

die

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respect the sand and the surf

book sectionthanks for hanging out