Airwalk Visual Standards Guide by andrea t

Visual Standards Guide

VISUAL STANDARDS GUIDE

Visual Standards Guide

VISUAL STANDARDS GUIDE

Contents: 6 Airwalk History 10 Mission Statement 12 Visual Standards 14 New Logo 34 Brand Extensions 48 Deliverables Sets

VISUAL STANDARDS GUIDE

Brand History introduction

Chapter Page

Airwalk was a pioneer in the skateboarding industry. Established in 1986, by George Yohn and Bill Mann, Airwalk was created to make functional, sound,

and durable skateboarding shoes. They are advocates for the skateboarding culture and active lifestyles of the action sports community including skateboarding, mountain biking, snowboarding and skiing.

VISUAL STANDARDS GUIDE

Airwalk attempts to enter the apparel market with little to no success.

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1992

Mann is replaced as president of Items International by Lee Smith.

Skateboarding sales drop to $8 million. Mann branches out to Snowboarding and Mountain Biking.

1994

Airwalk, named after Tony Hawk’s move, is launched by Items International, selling primarily in California Surf and Skate Shops.

Sales top at $20 million.

1991

1987

Airwalks are available in over 100 styles and sold globally as trends to dress in a Cali style spread.

1989

1986

1985

Mann’s 11 year old son challenges him to make a better skateboarding sneaker.

Airwalk leads in sales of Snowboarding Boots.

Purchased by Collective Licensing International with the goal to bring Airwalk back to its roots.

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2022

CLI acquired by Collective Brand International: the owners of Payless Shoe Source and Stride Rite.

2009

Airwalk reaches an advertising budget of $40 million making Airwalk the 5th largest in athletic shoe history.

2007

1999

Airwalk is purchased by Sunrise Capital Partners and is moved to Denver Colorado.

2004

1996

1995

Airwalk records an all time high $200 million in sales.

Airwalk re-brands with the mission to encourage people to rebel against the norm, embrace their communities, see the world as their canvas, and find adventure in the everyday.

Jeff Staples partners with Payless to design new Airwalk sneakers.

Airwalk mission statement

Our mission is to encourage people to rebel against the norm, embrace their communities, see the world as their canvas, and find adventure in the everyday. 10

VISUAL STANDARDS GUIDE

Visual Standards introduction Airwalk’s new brand identity is based off the 3 key ideas of rebellion, adventure and community. As the new identity is developed, the visual standards guide helps us to define the parameters of use and ways to present the brand to keep our mission and core values in tact. KEYWORDS & PHRASES

Rebellious: break away from the norm Community: find others with common attitudes, interests, and goals Creative Expression: express your unique self and find adventure in the everyday

VISUAL STANDARDS GUIDE

New Logo brand signature Our new logo harkens back to the triangular shape of the original Airwalk logo’s A. In the spirit of rebellion and Airwalk’s community of non-conformity, we used the anarchy symbol as an inspiration for the shape of the A inside the triangle. The letters in the word mark are built off the shape and dimensions of the triangle.

VISUAL STANDARDS GUIDE

Brand Signature alternate versions Horizontal Signature

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Vertical Signature

Symbol

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Logo Anatomy measurements These diagrams show the size relationships of the different parts of the brand signature. x is equal to the height and width of R in AIRWALK. The X measurements show the distance between each element of each brand signature.

VISUAL STANDARDS GUIDE

Logo Anatomy clear space This diagram show the breakdown of the logo into parts. The diagrams on the opposite page show the clear space requirements around the perimeter of the brand signature. No other objects or text should impede upon the clear space around the brand signature. Distance is measured in R from the AIRWALK word mark.

VISUAL STANDARDS GUIDE

Unacceptable Use new logo don’ts The following marks are examples of unacceptable logo usage and presentation. Following these guidelines allows for consistency in the brand signature in printed and multimedia materials.

Do Not use multiple colors in symbol.

Do Not use off brand colors.

AIRWALK Do Not apply a texture to the brand signature.

VISUAL STANDARDS GUIDE

Do Not use alternate fonts for the word mark.

Do Not move the word mark above the symbol.

Do Not use an outline of the brand signature.

Do Not flip, rotate or reflect the symbol.

Do Not use a drop shadow or inner glow.

Do Not place wordmark on top of symbol.

Do Not stretch or warp the brand signature.

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Size Chart minimum sizes The following chart indicates the minimum printable or media size allowable for each logo variation. Do not reproduce any brand mark below one quarter inch.

signature:

secondary logo:

symbol:

1 Inch

1/2 Inch 1/4 Inch nothing below 1/4 inch

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workmark:

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Colors primary The following colors are used in the Airwalk brand signature. Yellow, blue and grey are the primary colors. No other colors may be used other than black or white.

Bold Yellow PANTONE COATED 123C

CMYK C=0 M=27 Y= 90 K=0

RGB R=252 G=191 B=56

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Deep Blue

Cool Grey

PANTONE COATED

302C

425C

CMYK

C=100 M=70 Y= 40 K=30

C=50 M=50 Y= 50 K=50

RGB

R=0 G=54 B=107

R=102 G=102 B=102

VISUAL STANDARDS GUIDE

Colors approved system colors The following colors are acceptable to use in any combination with the primary colors.

VISUAL STANDARDS GUIDE

Pink Red

Orange

PANTONE COATED

65-8C

24-7C

CMYK

C=0 M=100 Y= 41 K=0

C=0 M=49 Y= 95 K=0

RGB

R=237 G=17 B=99

R=249 G=149 B=38

Green

Teal

Purple

Fushia

PANTONE COATED

148-16C

123-8C

84-8C

75-8C

CMYK

C=80 M=0 Y= 100 K=13

C=100 M=0 Y= 29 K=49

C=35 M=100 Y= 0 K=24

C=0 M=100 Y= 0 K=0

RGB

R=9 G=158 B=67

R=0 G=105 B=116

R=138 G=13 B=114

R=236 G=0 B=140

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Typography fonts & usage The following fonts are used throughout all Airwalk print and media materials. Do not use any other fonts when preparing materials for the Airwalk brand.

CAECILLA LT PRO Caecilia™ is a slab-serif typeface created by Dutch designer Peter Matthias Noordzij. He made the first sketches for this slab serif design in 1983 during his third year of study in The Hague, and the full font family was released by Linotype in 1990. Caecilia is his wife’s name. This font has subtle variations of stroke thickness, a tall x-height, open counters, and vivacious true italics. Noordzij combined classical ductus with his own contemporary expression to create a friendly and versatile slab serif family. With numerous weights from light to heavy, and styles including small caps, Old style figures, and Central European characters, Caecilia has all the elements necessary for rich typographic expression.

ROBOTO Roboto is a neo-grotesque sans-serif typeface family developed by Google as the system font for its mobile operating system Android, and released in 2011 for Android 4.0 “Ice Cream Sandwich”. The entire font family has been licensed under the Apache license. In 2014, Roboto was redesigned for Android 5.0 “Lollipop”.

VISUAL STANDARDS GUIDE

Caecilla LT Pro

45 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 75 BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 85 BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Roboto

Light ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

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Business System stationery

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Brand Extensions introduction As Airwalk makes its way into it’s new identity, it is important to develop products and services that speak to the brand mission. We want to instill brand loyalty in our audience by keeping with the 3 core values of rebellion, creative self expression and community. The following pages present new ideas of potential products and services as well as charts and graphs that show how they meet these values.

VISUAL STANDARDS GUIDE

Brand Expansion products PRO-01

PRO-02

Category: Products

Airwalk’s The Art of Rebellion Book Series

Airwalk Street Art App

Read about inspiring rebels.

An App that allows users to post and find street all around their

Books about inspiring people who have made a difference in their community and who embody the skateboard culture.

community. Street art can be anything from graffiti, to street musicians, to skateboarders, dancers, and everything in between.

MISSION-FOCUS

MISSION-FOCUS The Airwalk The Art of Rebellion Book Series reinforces our mission of encouraging people to rebel against the norm and embrace their communities, by providing inspiration of rebellious people who have made a difference.

The Airwalk Street Art App reinforces our mission of encouraging people to rebel against the norm, embrace their communities, see the world as their canvas, and find adventure in the everyday by providing a way to find and share the beauty and adventure as they experience it.

SIMILARITIES

SIMILARITIES Rebels at Work by Louis Kelly & Carmen Medina

Street Art Cities

DIFFERENTIATORS

DIFFERENTIATORS Airwalk’s The Art of Rebellion book series will focus on people who embrace the punk rock and skateboard culture.

Airwalk’s Street Art App goes beyond graffiti to include music, dance, skateboarding, and anything that users find beautiful and inspiring.

LINK TO

Airwalk Street Art Park

Airwalk Rebel Lecture Series

Find art right in your community.

VISUAL STANDARDS GUIDE

PRO-03 Category: Products

Airwalk’s AR Experience Experiencing the Skateboard Adventure. AR experience that allows the user to experience skateboarding from a skateboarders perspective.

MISSION-FOCUS The Airwalk AR Experience reinforces our mission of encouraging people to find adventure in the everyday by providing an opportunity for individuals to experience the adventure of skateboarding no matter their age or physical ability.

SIMILARITIES VR Skater, Sk8trakr

DIFFERENTIATORS Airwalk’s AR Experience will bring the thrill to people of all ages and abilities who would not typically be able to experience skateboarding first hand.

LINK TO Airwalk Skate Class

VISUAL STANDARDS GUIDE

Brand Expansion services SER-01

SER-02

Category: Services

Airwalk City Streets Clean Up Airwalk Street Meet App Clean up your city.

Find people with like interests, goals, and hobbies.

An organized city clean up initiative targeting graffiti clean up and

This app helps people find friends or even communities of like minded

improvement as well as parks and playgrounds.

people. Users can post local events, meet up activities, or find groups to join. Users are link through location, interests, and goals.

MISSION-FOCUS The Airwalk City Clean Up program reinforces our mission of

MISSION-FOCUS

encouraging people to embrace their communities and see the world

The Airwalk Find a Friend App reinforces our mission of encouraging

as their canvas by providing opportunities for communities to work

people to rebel against the norm, embrace their communities, and find

together to beautify their city and provide clean and safe environments

adventure in the everyday by providing opportunities for people to find

to gather, play, and enjoy.

like minded people in their community to be friends with .

SIMILARITIES

Great American Cleanup Program, Keep America Beautiful

Meetup, Friender

DIFFERENTIATORS

Airwalk’s City Streets Clean Up program will not only provide the

Airwalk’s Find a Friend App will be linked with the local community

opportunity to clean up and beautify the community, but also empower

centers and parks to provide safe meeting places for new friends.

the local residents by giving them the tools to make it into a space that

LINK TO

they want and need.

Airwalk Urban Community Center

LINK TO Airwalk Urban Community Center Airwalk Build a Skatepark

VISUAL STANDARDS GUIDE

SER-03 Category: Services

Airwalk Scholarship and Grant Program Financial support to follow your dreams. This financial opportunity provides scholarships or grants to individuals who stand out in their community through self expression, non-conformity, community involvement, and their ability to think outside the box.

MISSION-FOCUS The Airwalk Scholarship and Grant Program reinforces our mission of encouraging people to rebel against the norm, embrace their communities, and see the world as their canvas by providing financial aid to those who would typically be overlooked because of their rebellious and non conforming ways.

SIMILARITIES College Board, UNCF, Scholarship America

DIFFERENTIATORS Airwalk’s Scholarship and Grant Program will focus on an individuals ability to stand out in a crowd, express their individualism, and nonconformity.

LINK TO Airwalk The Art of Rebellion Book Series Airwalk Rebel Lecture Series

VISUAL STANDARDS GUIDE

Brand Expansion environments ENV-01

ENV-02

Category: Environments

Airwalk’s Street Art Park

Airwalk Community Center

Art in your community.

Find a place where you belong.

Create a pop up street art park with art work and activities as well as

A place where community members can go to find like minded

community awareness activities and extreme sport showcases.

individuals, camaraderie, inspiration, support, and friendship.

MISSION-FOCUS

The Airwalk Street Art Park reinforces our mission of encouraging

The Airwalk Community Center reinforces our mission of encouraging

people to rebel against the norm, embrace their communities, see

people to rebel against the norm and embrace their communities by

the world as their canvas, and find adventure in the everyday

providing a place where people can gather safely to find friendship,

providing inspiration and creative outlets of expression within their

support, connections, and people like them.

own community.

SIMILARITIES SIMILARITIES

Parks and Recreation Centers

Kotis Street Art, Artivity on the Green

DIFFERENTIATORS DIFFERENTIATORS

Airwalk’s Community Centers will put a focus on bringing together a

Airwalk’s Street Art park will go beyond painting, crafts and graffiti and

community of rebels and adventure seekers.

include street artists, musicians, dancers and skateboarders.

LINK TO LINK TO

Airwalk Find a Friend App

Airwalk Street Art App

VISUAL STANDARDS GUIDE

ENV-03 Category: Environments

Airwalk’s Rebel Museum The history of rebellion. This museum will tell the story of the greatest rebels in history. The museum will focus on people who stood up for their beliefs against all odds, refused to conform, and made a difference in their communities.

MISSION-FOCUS The Airwalk Rebel Museum reinforces our mission of encouraging people to rebel against the norm, embrace their communities, see the world as their canvas, and find adventure in the everyday by providing opportunities for people to learn about and be inspired by rebels with a cause.

SIMILARITIES International Civil Rights Center & Museum

DIFFERENTIATORS Airwalk’s Rebel Museum will focus on people form all around the world who stood up for their beliefs, rebelled against the establishment, refused to conform, and made an impact on their cause.

LINK TO Airwalk The Art of Rebellion Book Series Airwalk Rebel Lecture Series

VISUAL STANDARDS GUIDE

Brand Expansion experiences EXP-01

EXP-02

Category: Experiences

Airwalk Adopt a Buddy

Airwalk Build a Skatepark

Mentor local kids from your community in need of a friend and a role model.

Bring Extreme Sports to local communities. Airwalk will help communities to organize, fund raise, plan and build

Similar to Big Brother and Big Sister programs, older teens and young

skate parks in abandoned lots and spaces in need of revitalization.

adults can sign up to mentor urban kids who need some support.

MISSION-FOCUS MISSION-FOCUS

The Airwalk Build a Skatepark program reinforces our mission of

The Airwalk Adopt a Buddy program reinforces our mission of

encouraging people to embrace their communities and see the

encouraging people to embrace their communities and find adventure

world as their canvas by providing a place for kids to skate in a

in the everyday by supporting the kids in urban communities by giving

safe and legal environment.

them support and mentors with common interests and goals.

SIMILARITIES SIMILARITIES

Built to Play Skatepark Grants, The Skatepark Project

Big Brother, Big Sister

DIFFERENTIATORS DIFFERENTIATORS

Airwalk’s Build a Skatepark Program will help to revive the community

Airwalk’s mentor program will run out of our community center that

by finding locations in urban areas that are in need of revitalization.

links people who live in the same community and have interests in street art, extreme sports, music, and a rebellious edge.

LINK TO Airwalk Urban Community Center

LINK TO

Airwalk Skate Class

Airwalk Urban Community Center Airwalk Find a Friend App

VISUAL STANDARDS GUIDE

EXP-03 Category: Experience

Airwalk Community Art Project A Community Beautification Project. This experience will bring the community together to design and create a street art mural. People from all over the community are encouraged to participate from those living on the streets to business owners, and even kids.

MISSION-FOCUS The Airwalk Community Art Project reinforces our mission of encouraging people to embrace their communities, see the world as their canvas, and find adventure in the everyday by providing an outlet of community expression and togetherness through art.

SIMILARITIES Colors of Connection

DIFFERENTIATORS Airwalk’s Community Art Project will be designed by local artists and created by members of the local community.

LINK TO Airwalk Street Art App Airwalk Urban Community Center

VISUAL STANDARDS GUIDE

Brand Expansion educational opportunities EDU-01

EDU-02

Category: Educational Opportunities

Airwalk’s Skate Class

Airwalk Rebel Lecture Series

Learn how to Skateboard.

Find Inspiration to make a difference.

Skateboard clinics that teach kids and adults of all ages how to skate.

A Lecture series where rebellious community leaders, change makers,

Skateboards, rollers skates, and safety equipment are provided.

and unique individuals share their stories of inspiration, rebellion, and how they brought about change in their communities.

MISSION-FOCUS The Airwalk Skate Class program reinforces our mission of encour-

MISSION-FOCUS

aging people to rebel against the norm, see the world as their canvas,

The Airwalk Rebel Lecture series reinforces our mission of

and find adventure in the everyday by providing an opportunity for

encouraging people to rebel against the norm, embrace their

individuals to learn how to skateboard, roller skate, or roller blade.

communities, and see the world as their canvas by providing inspiration through example of people who used their voice and

SIMILARITIES

rebelled against injustice to make a difference in their communities.

Philadelphia Skateboard Academy

SIMILARITIES DIFFERENTIATORS

TED Talks

Airwalk’s Skate Class will have locations in communities all over the country and teach more than just skateboarding. They will teach any

DIFFERENTIATORS

extreme sport on wheels.

Airwalk’s Rebel Lecture Series will focus on topics that matter to people in the local communities and on rebellious individuals.

LINK TO Airwalk Build a Skatepark

LINK TO

Airwalk Community Center

Airwalk The Art of Rebellion Book Series

VISUAL STANDARDS GUIDE

EDU-03 Category: Educational Opportunities

Airwalk’s Creative Paths Career planning and advice. Classes on career planning and education to help individuals who don’t conform to societal norms find a career doing what they love. These course help people to realize that there is more than one way to reach your goals, and you don’t always have to follow the rules to get there.

MISSION-FOCUS The Airwalk Creative Paths program reinforces our mission of encouraging people to rebel against the norm, embrace their communities, see the world as their canvas, and find adventure in the everyday by providing an opportunity for individuals to learn how to find a career doing what they love, even without conforming to the rules.

SIMILARITIES Career and Professional Development Courses

DIFFERENTIATORS Airwalk’s Creative Paths program will focus on non-traditional jobs and roles that can be achieved without college degrees or trade school.

LINK TO Airwalk Community Centers

VISUAL STANDARDS GUIDE

Brand Expansion events EVE-01

EVE-02

Category: Events

Airwalk’s Feed the Community Event

Airwalk’s Let Your Voice Be Heard Event

Feed those in need.

The stage is yours to express yourself.

Events in the local community to feed those in need. These programs

This community open mic event encourages individuals to perform

will be run and organized by local teens who want to make a

their music, dance, poetry or other talents, or to speak their mind up

difference in their community and raise awareness of the needs of

on stage.

their community.

MISSION-FOCUS MISSION-FOCUS

Airwalk’s Let Your Voice Be Heard Event reinforces our mission of

The Airwalk Feed the Community Event reinforces our mission of

encouraging people to rebel against the norm, embrace their

encouraging people to embrace their communities and find adventure

communities, see the world as their canvas, and find adventure in the

in the everyday by providing opportunities for people to come together

everyday by providing an opportunity for people to express their unique

and take care of each other.

talents and to have their voice be heard.

SIMILARITIES

Soup Kitchens, HOPE programs

America’s Got Talent, Local Open Mic Events

DIFFERENTIATORS

Airwalk’s Feed the Community Events will empower and provide

Airwalk’s Let Your Voice Be Heard Event will allow anyone to have a

opportunity for young community members who are passionate about

voice, whether they are just expressing ideas or showcasing their

making a change to learn how to make a difference.

creative talents.

LINK TO

Airwalk Community Centers

Airwalk Rebel Lecture Series

VISUAL STANDARDS GUIDE

Brand Expansion co-branding COB-01 Category: Co-Branding Opportunity

Juxtapose Street-Wear Wear your rebellion. Juxtapose Magazine features many street and avant garde/ rebellious artist. In a collaboration effort, design attire that represents the urban punk and modern adventurer aesthetic.

MISSION-FOCUS The Airwalk Juxtapose Street wear Co-Branding Opportunity reinforces our mission of encouraging people to rebel against the norm, and see the world as their canvas by providing an outlet of expression through clothing designed with the rebel skater aesthetic in mind.

SIMILARITIES Street Art clothing brand, Society 6

DIFFERENTIATORS Airwalk’s Juxtapose street wear will feature rebellious designs and allow local artists to submit art for limited edition prints.

LINK TO Airwalk Street Art App

VISUAL STANDARDS GUIDE

Deliverable Sets introduction The following pages bring 9 of the 18 brand extension deliverables to life. Each deliverable is highlighted by 3 captioned images and a description along with the vision of how these products and services will maintain our brand soul and Airwalk’s new mission: to encourage people to rebel against the norm, embrace their communities, see the world as their canvas, and find adventure in the everyday.

VISUAL STANDARDS GUIDE

Brand Projection Chart venn diagram

Functional List EXPERIENCES

PRODUCTS

EXP-01 Airwalk Adopt a Buddy

PRO-01 Airwalk’s The Art of Rebellion Book Series

EXP-02 Airwalk Build a Skatepark

PRO-02 Airwalk Street Art App

EXP-03 Airwalk Community Art Project

PRO-03 Airwalk’s AR Experience

EDUCATIONAL OPPORTUNITIES

SERVICES

EDU-01 Airwalk’s Skate Class

SER-01 Airwalk City Streets Clean Up

EDU-.02 Airwalk Rebel Lecture Series

SER-02 Airwalk Street Meet App

EDU-03 Airwalk’s Creative Paths

SER-03 Airwalk Scholarship and Grant Program

EVENTS

ENVIRONMENTS

EVE-01 Airwalk’s Feed the Community Event

ENV-01 Airwalk’s Street Art Park

EVE-02 Airwalk’s Let Your Voice Be Heard Event

ENV-02 Airwalk Community Center ENV-03 Airwalk’s Rebel Museum

CO-BRANDING OPPORTUNITY COB-01 Juxtapose Streetwear

VISUAL STANDARDS GUIDE

REBELLION

PRO-01

EDU-01

ENV-03

COB-01 PRO-03 ENV-01

SER-03

EDU-02

EVE-01

EXP-03

EVE-02

EDU-03

ENV-02

PRO-02 SER-02

COMMUNITY

EXP-02

CREATIVE EXPRESSION

EXP-01 SER-01

Non-Conformity VISUAL STANDARDS GUIDE

VISUAL STANDARDS GUIDE

Airwalk Rebel Lecture Series EDU-02 Find Inspiration to make a difference. A Lecture series where community leaders, change makers, and unique individuals share their stories of inspiration, rebellion, and how they brought about change in their communities.

MISSION-FOCUS The Airwalk Rebel Lecture series reinforces our mission of encouraging people to rebel against the norm, embrace their communities, and see the world as their canvas by providing inspiration through example of people who used their voice and rebelled against injustice to make a difference in their communities.

A lecturer telling his story of rebellion and making change happen. VISUAL STANDARDS GUIDE

Young community members listen to inspiring stories of rebellion.

VISUAL STANDARDS GUIDE

SIMILARITIES TED Talks

DIFFERENTIATORS Airwalk’s Rebel Lecture Series will focus on topics that matter to people in the local communities and on rebellious individuals.

LINK TO Airwalk The Art of Rebellion Book Series

A lecturer telling his story of how he refused to conform and made a change in his community.

VISUAL STANDARDS GUIDE

Airwalk’s Street Art Park env-01 Art in your community Create a pop up street art park with art work and activities as well as community awareness activities and skateboarding, BMX, roller blading, and other extreme sports showcases.

MISSION-FOCUS The Airwalk Street Art Park reinforces our mission of encouraging people to rebel against the norm, embrace their communities, see the world as their canvas, and find adventure in the everyday providing inspiration and creative outlets of expression within their own community.

A street performer plays her violin for the Street Art Park crowd.

VISUAL STANDARDS GUIDE

Community members make a chalk mural down the streets of the Street Art Park.

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SIMILARITIES Kotis Street Art, Artivity on the Green

DIFFERENTIATORS Airwalk’s Street Art park will go beyond painting, crafts and graffiti and include street artists, musicians, dancers and skateboarders.

LINK TO Airwalk Street Art App

Skateboarders perform daring tricks on the half pike for the Street Art Park crowds.

VISUAL STANDARDS GUIDE

Airwalk Street Meet App ser-02 Find people with like interests, goals, and hobbies. This app helps people find friends or even communities of like minded people. Users can post local events, meet up activities, or find groups to join. Users are link through location, interests, and goals.

MISSION-FOCUS The Airwalk Find a Friend App reinforces our mission of encouraging people to rebel against the norm, embrace their communities, and find adventure in the everyday by providing opportunities for people to find like minded people in their community to be friends with.

Friends gather in town after meeting on the Street Meet app.

VISUAL STANDARDS GUIDE

A group of new friends develop bonds and share a laugh after meeting on the Street Meet app.

VISUAL STANDARDS GUIDE

SIMILARITIES Meetup, Friender

DIFFERENTIATORS Airwalk’s Find a Friend App will be linked with the local community centers and parks to provide safe meeting places for new friends.

LINK TO Airwalk Urban Community Center

New friends video char on the Street Meet app before meeting in person.

VISUAL STANDARDS GUIDE

Airwalk Art of Rebellion Book Series pro-01 Read about inspiring rebels. Books about inspiring people who have made a difference in their community and who embody the skateboard culture.

A college students looks for books on people who have made a difference.

VISUAL STANDARDS GUIDE

The Art of Rebellion book series chronicles the stories of inspiring rebel

VISUAL STANDARDS GUIDE

SIMILARITIES Rebels at Work by Louis Kelly & Carmen Medina

DIFFERENTIATORS Airwalk’s The Art of Rebellion book series will focus on people who embrace the punk rock and skateboard culture.

LINK TO Airwalk Rebel Lecture Series

A young woman read the stories of people who have stood up for change and refused to conform to unjust situations. 74

VISUAL STANDARDS GUIDE

Airwalk Adopt a Buddy exp-01 Mentor local kids from your community in need of a friend and a role model. Similar to Big Brother and Big Sister programs, older teens and young adults can sign up to mentor urban kids who need some support.

MISSION-FOCUS The Airwalk Adopt a Buddy program reinforces our mission of encouraging people to embrace their communities and find adventure in the everyday by supporting the kids in urban communities by giving them support and mentors with common interests and goals.

A young boy looks up to his mentor who is encouraging him to learn about things he is passionate about .

VISUAL STANDARDS GUIDE

This young boys is learning to skate from his buddies who he meet in the Airwalk Adopt a Buddy Program. VISUAL STANDARDS GUIDE

SIMILARITIES Big Brother, Big Sister

DIFFERENTIATORS Airwalk’s mentor program will run out of our community center that links people who live in the same community and have interests in street art, extreme sports, music, and a rebellious edge.

LINK TO Airwalk Urban Community Center Airwalk FInd a Friend App

A teen without a big brother of his own reaches out to his buddy for support and advice.

VISUAL STANDARDS GUIDE

Airwalk’s Feed the Community Event eve-01 Feed those in need. Events held in the local community to feed those in need. These programs will be run and organized by local teens who want to make a difference and raise awareness of the needs of their community. Events can be held in Airwalk community centers and parks.

MISSION-FOCUS The Airwalk Feed the Community Event reinforces our mission of encouraging people to embrace their communities and find adventure in the everyday by providing opportunities for people to come together and take care of each other.

A volunteer serves hot soup to members of the community who are in need.

VISUAL STANDARDS GUIDE

A volunteer provided food, friendship, and companionship to a homeless man.

VISUAL STANDARDS GUIDE

SIMILARITIES Soup Kitchens, HOPE programs

DIFFERENTIATORS Airwalk’s Feed the Community Events will empower and provide opportunity for young community members who are passionate about making a change to learn how to make a difference.

LINK TO Airwalk Urban Community Center

Hungry children line up for a plate of healthy food at Airwalk’s Feed the Community event.

VISUAL STANDARDS GUIDE

Airwalk’s Street Art App pro-02 Find art right in your community. An App that allows users to post and find street all around their community. Street art can be anything from graffiti, to street musicians, to skateboarders, dancers, and everything in between.

MISSION-FOCUS The Airwalk Street Art App reinforces our mission of encouraging people to rebel against the norm, embrace their communities, see the world as their canvas, and find adventure in the everyday by providing a way to find and share the beauty and adventure as they experience it.

Friends share photos of local street art that they can go visit.

VISUAL STANDARDS GUIDE

Airwalk Street Art app users takes pictures to post to there news feed.

VISUAL STANDARDS GUIDE

SIMILARITIES Street Art Cities

DIFFERENTIATORS Airwalk’s Street Art App goes beyond graffiti to include music, dance, skateboarding, and anything that users find beautiful and inspiring.

LINK TO Airwalk Street Art Park

The Airwalk Street Art app helps users find local live art and entertainment on the street.

VISUAL STANDARDS GUIDE

Airwalk’s Rebel Museum env-03 The history of rebellion. This museum will tell the story of the greatest rebels in history. The museum will focus on people who stood up for their beliefs against all odds, refused to conform, and made a difference in their communities.

A woman listens to the background story of one of the Rebel Museum’s feature rebels.

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A crowd gathers to look at the artwork of local artists who rebel against the norms and create art that doesn’t conform to societal standards.. VISUAL STANDARDS GUIDE

SIMILARITIES International Civil Rights Center & Museum

LINK TO Airwalk The Art of Rebellion Book Series Airwalk Rebel Lecture Series

A man studies an exhibit piece at the Airwalk Rebel Museum..

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Airwalk’s Let Your Voice Be Heard Event eve-02 The stage is yours to express yourself. This community open mic event encourages individuals to perform their music, dance, recite poetry, perform their talents, or take stage and speak their mind. It is an opportunity to express yourself and to let your voice be heard!

MISSION-FOCUS Airwalk’s Let Your Voice Be Heard Event reinforces our mission of encouraging people to rebel against the norm, embrace their communities, see the world as their canvas, and find adventure in the everyday by providing an opportunity for people to express their unique talents and to have their voice be heard.

A poet reads his poems to the crowd at the Airwalk Let Your Voice Be Heard event.

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Two performers sing for the crowd at the Airwalk Let Your Voice Be Heard event.

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SIMILARITIES America’s Got Talent, Local Open Mic Events

DIFFERENTIATORS Airwalk’s Let Your Voice Be Heard Event will allow anyone to have a voice, whether they are just expressing ideas or showcasing their talents. It is an opportunity to express ideas and thoughts through any performative medium the performer chooses.

LINK TO Airwalk Rebel Lecture Series

The crowd cheers after a moving performance.

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Closing A New Brand Identity The process of developing a new brand identity starts with understanding the brand and their soul. Once you have true understanding of the company, it's history, and it's mission, the process can begin. The three books in this series document that process as we re-branded Airwalk. This final book of three has taken Airwalk's new identity and created guidelines to stay true to the mission and soul of the brand. Finally it presents 18 potential brand extensions that further the evolution and solidify the future of the new Airwalk re-brand. For more information and an overview of this project, visit www.communityofnonconformity.com.

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Sources Citations Information:

https://cultedge.com/airwalk-history/ http://www.airwalk.com/ https://logos.fandom.com/wiki/Airwalk https://en.wikipedia.org/wiki/Collective_Brands https://www.referenceforbusiness.com/history2/69/Items-InternationalAirwalk-Inc.html Images:

https://stock.adobe.com/

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In closing... objectives 1: In this module, I focused on ... 2: Next point... 3: Next point...

questions 1: I think this might work the best... thoughts? 2: Next question... 3: Next question...

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Airwalk Visual Standards Guide

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