Vol. 3 Visual Standards Guide
AIRWALK
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VISUAL STANDARDS GUIDE // AIRWALK
CONTENTS.
01 LOGO STANDARDS
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New Logo
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Logo Anatomy
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Clear Space
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Logo Sizing
012
Proper Usage
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Improper Usage
016
02
03
VISUAL SYSTEM
OUR FUTURE
Color Palette
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Future Expansion
Typograhy
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Visual System
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030
03
04
01
LOGO STANDARDS New Logo Logo Anatomy Clear Space Logo Sizing Proper Usage Improper Usage
06 08 010 012 014 016
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VISUAL STANDARDS GUIDE // AIRWALK
NEW LOGO Based on our mission statement and keywords, the new logo features the concept of Fearless, motivation, and challenge, unifying our core value. Also, it represents the skateboard culture that is why we started this business. The symbol consists of three components; one is a skatepark shape that represents the skateboard culture; the other is a letter A which is from the brand name—Airwalk. This letter A shape also expresses the meaning of don't dodge problems but confront them. What's more, the upward trend of the curves on both sides expresses the meaning of constantly challenging difficulties and self-improvement. This is a simple and strong logo that conveys the brand's spirit and our new vision.
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VISUAL STANDARDS GUIDE // AIRWALK
LOGO ANATOMY
The new logo consists of a symbol and a wordmark. They will be used for different purposes depending on the design situations in order to accurately reflect its values and distinct features of the brand.
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5X
0.75 X
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VISUAL STANDARDS GUIDE // AIRWALK
CLEAR SPACE
Sufficient space surrounding the logo is necessary to avoid competition from other visual elements and maintain its visual impact. To create maximum impact, keep the space around the logo free from other text and graphics. The clear space on each side of the logo should always be equal to the height of the word.
X = The height of the letter A Secondary Formats (Horizontal)
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X = The height of the letter A Signature Formats (Vertical)
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VISUAL STANDARDS GUIDE // AIRWALK
LOGO SIZING
The following chart is dimension restrictions which show the standard and the minimum sizes of the logo to help using our new logo with optimal readability. It is important to use the logo with an appropriate size in different media and format
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Symbol + Wordmark (Vertical)
Symbol + Wordmark (Horizontal)
Symbol Only
1 inches or above (Height)
0.5—1 inches (Height)
0.5—0.25 inches (Height) 0.25 inches is the minimum size
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VISUAL STANDARDS GUIDE // AIRWALK
PROPER USAGE
The new Airwalk logo has to present the brand through different media, formats, and situations. In order to keep consistency, the way to use the logo is restricted to certain design solutions. Also, to maintain readability, the logo should be reversed when placed on a dark or colored background. The black and white version is used for certain printing materials.
Using on white or light background
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Using on colored background
Using on black or dark background
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VISUAL STANDARDS GUIDE // AIRWALK
IMPROPER USAGE
Our logo is designed for specific using to keep consistency and maintain its recognition. The way the signature is displayed must have careful attention. The lists below are examples of incorrect or unacceptable uses of the Airwalk logo.
01. Do not reverse colors of symbol. 02. Do not stretch the logo. 03. Do not use shadow. 04. Do not rotate logo. 05. Do not filp over the symbol. 06. Do not outline the logo. 07. Do not use a shape to surrund or enclose the logo. 08. Do not use unapproved color. 09. Do not substitute other typefaces in the signature. 10. Do not place photo into the logo. 11. Do not use bevel or emboss. 12. Do not use a part of symbol alone.
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A I RWA L K
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VISUAL SYSTEM Color Palette Typograhy Visual Stationery
022 024 026
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VISUAL STANDARDS GUIDE // AIRWALK
COLOR PALETTE
Color communicates important information to everyone. The primary color palette reflects the brand's goal and values.
Primary Color Palette
RGB 255/100/0
Powerful Orange
CMYK 0/70/100/0
PMS Pantone 152 C
RGB 30/50/100
Deep Blue
CMYK 100/100/50/0
PMS Pantone 655 C
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Secondary Color Palette
RGB 150/160/170
Light Grey
CMYK 15/0/0/45
PMS Pantone 152 C
RGB 0/160/190
light Blue
CMYK 100/0/30/0
PMS Pantone 7467 C
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VISUAL STANDARDS GUIDE // AIRWALK
TYPOGRAPHY
Typefaces are key elements of design that shape the impression of our brand and the user experience itself. It must be used consistently along with other visual elements and publication formats to build and maintain our new look.
Din 2014 Designed by Vasily Biryukov. DIN 2014 is a contemporary version of a wellknown DIN typeface. The Regular performs well in long text settings, while Light and Bold faces are extremely legible at large sizes.
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Din 2014 Light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Din 2014 Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Din 2014 Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
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VISUAL SYSTEM
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OUR FUTURE Future Expansion
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VISUAL STANDARDS GUIDE // AIRWALK
FUTURE EXPANSION
As we have developed an identity to secure our appearance in the future, it is even important to know where our brand will be and what will be doing in the future. Based on our mission, we will focus on pushing people to take risks and become more fearless. The following chart and list show the possibilities for our future. This realization comes in many different industries and forms.
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VISUAL STANDARDS GUIDE // AIRWALK
AIRWALK FEARLESS CHART
EV 05 ME 01
EX 01 EX 03
EV 01 EX 04 ME 02
EX 02 EV 02
MOTIVATE
INSPIRE EV 03
EV 06 ME 03
CO 01
PR 01
EN 02 EN 01 CO 02
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EV 04
NEW EXPANSION LIST
PRODUCT
ENVIRONMENT
PR 01
EN 01 EN 02
Airwalk Goggles
EVENT EV 01 EV 02 EV 03 EV 04 EV 05 EV 06
Airwalk World Records A—Survivor Urban Parkour A—Room Escape Surfing Challenge Wild Skiing Challenge
MEDIA ME 01 ME 02 ME 03
Airwalk Adventure TV Show Production Airwalk App Airwalk Time
Cross Country Club Adventure Base Camp
EXPERIENCE EX 01 EX 02 EX 03 EX 04
Airwalk Mountain Expedition Team A–Bungee Jumping Waterfall Flying Deep—Sea Diving Tour
CO BRANDING CO 01 CO 02
With Dji With Valve
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VISUAL STANDARDS GUIDE // AIRWALK
[PR 01]PRODUCT O1
AIRWALK GOGGLES These goggles allow you to have clear vision even under strong winds, even when the user is skydiving or skiing. And It can detect temperature and altitude and heart rate to help people overcome fear more easily.
Introduction: High-tech goggles can help people to overcome fear more easily. How is it different: It can help people know more about the situation to help them overcome their fears.
Airwalk goggles reinforces Airwalk's mission of pushing people to take risks and become more fearless by helping people to have clear vision when they are skydiving or skiing.
Similar: OutdoorMaster, Wildhorn Cristo, Oakley
[EV 01]EVENT O1
AIRWALK WORLD RECORDS The best records of the world's challengers will be recorded in this. Certificates and bonuses will be issued. In this way, people are encouraged to challenge themselves.
Introduction: Best record of challenges in the world. How is it different: New records every year will be reported on airwalk time. Similar: Guinness World Records,Footbag,Juggling
Airwalk world records reinforces Airwalk's mission of pushing people to take risks and become more fearless by recording the most amazing challenges in the world to encourage people to challenge themselves.
[EV 02]EVENT O2
A–SURVIVOR A– Survivor is a competition. This competition will put the contestants in a harsh original environment. Who can stick to the end who is the final winner.
Introduction: A dangerous challenge and competition. How is it different: We will put some special items in the most dangerous places to help them survive to the end. So this forces the participants to face the most terrifying challenges. Similar: Survivor, The Amazing Race,Big Brother Canada
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A–Survivor reinforces Airwalk's mission of pushing people to take risks and become more fearless by putting contestants in a tough environment and let them compete with each other.
[EV 03]EVENT O3
URBAN PARKOUR Airwalk's parkour competitions will be held in the most exciting area of the major cities around the world. There are several diffcult routes for players to challenge themselves and explore their potentials.
Introduction: An exciting parkour competition. How is it different: Airwalk competitions are more flexible. Players can choose any route within the specified range, but the danger of each route is unknown.
Urban Parkour reinforces Airwalk's mission of pushing people to take risks and become more fearless by providing a exciting parkour competition to motivate people to take a challenge.
Similar: Urban Evolution, GAISF, American Parkour
[EV 04]EVENT O4
A–ROOM ESCAPE We will help them reduce or overcome their fear during the game. Players should keep finding the clues and solving puzzles in order to find out what will happen next and escape the room.
Introduction: A game to help people overcome their fears. How is it different: Players are required to fill out a questionnaire to find out what do they fear the most before playing the game. Similar: EscapeSF, Reason, ClockWise Escape Room
A-room escape reinforces Airwalk's mission of pushing people to take risks and become more fearless by providing a opportunity to help players to reduce or overcome their psychological fears.
[EV 05]EVENT O5
SURFING CHALLENGE Surfers will be taken to the center of the ocean by the cruise to find the biggest and most turbulent waves and challenge them.
Introduction: A surfing challenge for brave people. How is it different: Participants will be taken to the middle of the sea to challenge the biggest waves instead of competing at the seaside.
Surfing Challenge reinforces Airwalk's mission of pushing people to take risks and become more fearless by taking surfers to the center of the ocean and challenge the big waves.
Similar: Surfd, Worldsurfleague, Mavericks Challenge
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VISUAL STANDARDS GUIDE // AIRWALK
[EV 06]EVENT 06
WILD SKIING CHALLENGE Airwalk offers a great opportunity for skiers to challenge themselves. The challengers will take the downhill skiing challenge in the wild mountain designated by Airwalk. Professionals will be organized and recorded throughout the process. The challenge process will be broadcast live, and those who successfully complete the challenge will receive bonuses and certificates.
Introduction: Challengers will take the downhill skiing in the wild mountain designated by Airwalk. How is it different: The challenge process will be broadcast live and be posted on Airwalk app.
Wild Skiing Challenge reinforces Airwalk's mission of pushing people to take risks and become more fearless by providing an exciting wild skiing competition.
Similar: Wild Mountain, Afghan Ski Challenge,Taylors Falls Recreation
[ME 01]MEDIA O1
AIRWALK ADVENTURE TV SHOW PRODUCTION Produce some real and exciting adventure documentaries to inspire people taking risks.
Introduction: Produce some real and exciting adventure documentaries. How is it different: Airwalk will edit and make A—Surivor TV show. Similar: BBC, Netflix, Fox
Airwalk adventure TV show production reinforces Airwalk's mission of pushing people to take risks and become more fearless by providing TV shows to encourage people to take risks.
[ME 02]MEDIA 02
AIRWALK APP Users can post their adventures and stories in this app. They can also share experiences and score others' adventures. The greater the challenge, the higher the score. Every month, the Airwalk will sort out the top 10 people to post their experiences on the news.
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Introduction: Airwalk app is a platform for the user to share their adventure experiences. How is it different: Every month, the Airwalk will sort out top 10 people to post their experiences on the news. Similar: Facebook, Instagram, Keep
Airwalk app reinforces Airwalk's mission of pushing people to take risks and become more fearless by sharing experience and scoring other's adventures to encourage people to take more risks.
[ME 03]MEDIA O3
AIRWALK TIME Airwalk Time is a magazine about adventure and challenge. Each issue of Airwalk World Records will be published in the magazine.
Introduction: Airwalk Time is a magazine about adventure and challenge. How is it different: Each issue of Airwalk World Records will be published in the magazine.
Airwalk Time magazine reinforces Airwalk's mission of pushing people to take risks and become more fearless by encouraging people to do more adventures.
Similar: Sidetracked, Another Escape, Muse
[CO 01]CO BRANDING O1
WITH DJI Airwalk will launchcollaborate on launching camera equipment in DJI to help adventurers record their adventures and challenges. They can review their amazing experiences at any time. People can also analyze their shortcomings and advantages through recorded videos. It will help them be more confident when facing the next challenge.
Introduction: A drone can record moments even under the harshest situations. How is it different: The drones launched by Airwalk and D ji will be able to shoot in the harshest conditions and even dive underwater.
Airwalk works with Dji to launch camera reinforces Airwalk mission of pushing people to take risks and become more fearless by recording and sharing their adventures.
Similar: GoPro, 3DRobotics, Parrot
[CO 02]CO BRANDING O2
WITH VALVE Airwalk will work with Valve to develop a computer game based on the experience of a rookie adventurer, players will experience one after another thrilling scenes and challenges in the game. Some challenges that you can't tr y in reality can be done here.
Introduction: A computer game that allows people to experience fear of challenges. How is it different: Players are required to wear 3d glasses when playing to make the experience more realistic.
This computer game reinforces Airwalk's mission of pushing people to take risks and become more fearless by providing a simulated adventure environment.
Similar: Assassin's Creed, Shadow of the Tomb Raider
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VISUAL STANDARDS GUIDE // AIRWALK
[EN 01]ENVIRONMENT 01
CROSS COUNTRY CLUB This club welcomes all extreme off-road challengers, whether it is mountain biking or SUV and motocross.
Introduction: A club for off-road lovers. How is it different: Club regularly hosts the Mountain Cross Country Challenge according to members' schedules. And members must attend.
Cross country club reinforces Airwalk's mission of pushing people to take risks and become more fearless by pushing people to take risks in competition.
Similar: USATF, Empire Runners Club, Olympic Club
[EN 02]ENVIRONMENT O2
ADVENTURE BASE CAMP These camps will be built around extreme challenge places around the world, making it easy for people to constantly challenge their limits.
Introduction: A base camp provides convenient resources for adventurers. How is it different: People can find their location in every issue of Airwalk Time
Adventurer Base Camp reinforces Airwalk's mission of pushing people to take risks and become more fearless by providing camps in extremely challenging places.
Similar: Blue Sky Cabins, Big Hole Lodge, Basecamp Action Adventure Park
[EX 01]EXPERIENCE 01
AIRWALK MOUNTAIN EXPEDITION TEAM Members of the expedition team will have opportunities to go to the world's most dangerous and extreme mountains to take challenges to explore the world. Airwalk will provide training and guidance to help adventurers complete the challenge. You will have a sense of accomplishment you have never had before.
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Introduction: An exciting mountain expedition team. How is it different: Airwalk will not inform people about the challenge mission and destination before the trip begins, so it takes more courage to participate in such a challenge. Similar: Adventure Consultants, Mountain Madness, Mountain Professionals
Airwalk Mountain Expedition Team reinforces Airwalk's mission of pushing people to take risks and become more fearless by leading people to magnificent mountains to take challenges.
[EX 02]EXPERIENCE O2
A—BUNGEE JUMPING This is a chance where people can overcome fear of heights. It is an activity that involves jumping from a tall structure while connected to a large elastic cord.
Introduction: This is a chance that people can overcome fear of heights. How is it different: Every person will use the blindfold to experience the bungee jumping. The staff will only take off the blindfold in the first second of the squat.
A—Bungee Jumping reinforces Airwalk's mission of pushing people to take risks and become more fearless by helping people to overcome their fear of heights.
Similar: Bugeeadventures, California Hang Gliding, iFLY Indoor Skydiving
[EX 03]EXPERIENCE O3
WATERFALL FLYING Challengers need to jump from the edge of the cliff at the airwalk's designated waterfalls around the world and complete the specified actions in the process. Those who challenge success will receive a bonus and will be featured in the airwalk time magazine.
Introduction: A series of cliff jumping challenges all over the world. How is it different: People who challenge success will be posted in the airwalk time magazine.
Waterfall flying reinforces Airwalk's mission of pushing people to take risks and become more fearless by jumping from waterfall.
Similar: Red Bull Cliff Diving,Cliffdiving, Wild Atlantic Way
[EX 04]EXPERIENCE 04
DEEP-SEA DIVING TOUR The experiencers are asked to have some diving experience and they will be taken to the most interesting but challenging sea areas in the world.
Introduction: A deep-sea diving tour for people who have diving experience. How is it different: Experiencers will complete some tasks during the tour.
Deep–sea diving tour reinforces Airwalk's mission of pushing people to take risks and become more fearless by taking people to the most interesting but challenging waters in the world.
Similar: Deep-Sea Diver, Seattle Dive Tours, Galway
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VISUAL STANDARDS GUIDE // AIRWALK
EX 01
AIRWALK MOUNTAIN EXPEDITION TEAM Description: Members of the expedition team will have opportunities to go to the world's most challenging and extreme mountains to take challenges to explore the world. Airwalk will provide training and guidance to help adventurers complete the challenge. You will have a sense of accomplishment you have never had before.
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Introduction: An exciting mountain expedition team. How is it different: Airwalk will not inform people about the challenge mission and destination before the trip begins, so it takes more courage to participate in such a challenge. Similar: Adventure Consultants, Mountain Madness, Mountain Professionals
Airwalk Mountain Expedition Team reinforces Airwalk's mission of pushing people to take risks and become more fearless by leading people to dangerous mountains to take challenges.
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VISUAL STANDARDS GUIDE // AIRWALK
EV 06
WILD SKIING CHALLENGE Description: Airwalk offers a great opportunity for skiers to challenge themselves. The challengers will take the downhill skiing challenge in the wild mountain designated by Airwalk. Professionals will be organized and recorded throughout the process. The challenge process will be broadcast live, and those who successfully complete the challenge will receive bonuses and certificates.
044
Introduction: Challengers will take the downhill skiing in the wild mountain designated by Airwalk. How is it different: The challenge process will be broadcast live and be posted on Airwalk app. Similar: Wild Mountain, Afghan Ski Challenge,Taylors Falls Recreation
Wild Skiing Challenge reinforces Airwalk's mission of pushing people to take risks and become more fearless by providing a exciting wild skiing competition.
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VISUAL STANDARDS GUIDE // AIRWALK
CO 01
ADVENTURE MEMORY Description: Airwalk will launchcollaborate on launching camera equipment in DJI to help adventurers record their adventures and challenges. They can review their amazing experiences at any time. People can also analyze their shortcomings and advantages through recorded videos. It will help them be more confident when facing the next challenge.
048
Introduction: A drone can record moments even under the harshest situations. How is it different: The drones launched by Airwalk and D ji will be able to shoot in the harshest conditions and even dive underwater. Similar: GoPro, 3DRobotics, Parrot
Airwalk works with Dji to launch camera reinforces Airwalk's mission of pushing people to take risks and become more fearless by recording and sharing their adventures.
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VISUAL STANDARDS GUIDE // AIRWALK
EV 03
URBAN PARKOUR COMPETITION Description: Airwalk's parkour competitions will be held in the most exciting area of the major cities around the world. There are several difficult routes for players to challenge themselves and explore their potentials.
Introduction: An exciting parkour competition. How is it different: Airwalk competitions are more flexible. Players can choose any route within the specified range, but the danger of each route is unknown. Similar: Urban Evolution, GAISF, American Parkour
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Urban Parkour reinforces Airwalk's mission of pushing people to take risks and become more fearless by providing a exciting parkour competition to motivate people to take a challenge.
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VISUAL STANDARDS GUIDE // AIRWALK
ME 02
AIRWALK APP Descriptionďźš Users can post their adventures and stories in this app. They can also share experiences and score others' adventures. The greater the challenge, the higher the score. Every month, the Airwalk will sort out the top 10 people to post their experiences on the news.
Introduction: Airwalk app is a platform for the user to share their adventure experiences. How is it different: Every month, the Airwalk will sort out top 10 people to post their experiences on the news. Similar: Facebook, Instagram, Keep
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Airwalk app reinforces Airwalk's mission of pushing people to take risks and become more fearless by sharing experience and scoring other's adventures to encourage people to take more risks.
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VISUAL STANDARDS GUIDE // AIRWALK
EV 02
A-SURVIVOR Description: A–Survivor is a competition. This competition will put the contestants in a harsh original environment. Who can stick to the end who is the final winner.
Introduction: A dangerous challenge and competition. How is it different: We will put some special items in the most dangerous places to help them survive to the end. So this forces the participants to face the most terrifying challenges. Similar: Survivor, The Amazing Race,Big Brother Canada
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A–Survivor reinforces Airwalk's mission of pushing people to take risks and become more fearless by putting contestants in a tough environment and let them compete with each other.
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VISUAL STANDARDS GUIDE // AIRWALK
PR 01
A-GOGGLES Description: These goggles allow you to have clear vision even under strong winds, even when the user is skydiving or skiing. And It can detect temperature and altitude and heart rate to help people overcome fear more easily.
Introduction: High-tech goggles can help people to overcome fear more easily. How is it different: It can help people know more about the situation to help them overcome their fears. Similar: OutdoorMaster, Wildhorn Cristo, Oakley
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Airwalk goggles reinforces Airwalk's mission of pushing people to take risks and become more fearless by Letting people know more about the situation to help them overcome their fears.
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EN 01
CROSS COUNTRY CLUB T his c lub welc ome s all ext r eme of f-r oad challengers, whether it is mountain biking or SUV and motocross.
Introduction: A club for off-road lovers. How is it different: Club regularly hosts the Mountain Cross Country Challenge according to members' schedules. And members must attend. Similar: USATF, Empire Runners Club, Olympic Club
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Cross country club reinforces Airwalk's mission of pushing people to take risks and become more fearless by pushing people to take risks in competition.
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VISUAL STANDARDS GUIDE // AIRWALK
EX 03
WATERFALL FLYING Description: Challengers need to jump from the edge of the cliff at the airwalk's designated waterfalls around the world and complete the specified actions in the process. Players will be given a map with each challenge location marked on the map.
Introduction: A series of cliff jumping challenge in all over the world. How is it different: People who challenge success will be posted in the airwalk time magazine. Similar: Red Bull Cliff Diving,Cliffdiving, Wild Atlantic Way
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Waterfall flying reinforces Airwalk's mission of pushing people to take risks and become more fearless by jumping from waterfall.
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Vol. 3 Visual Standards Guide This book is a non-commercial project for education purposes and is not intended to represent the Airwalk brand.
TYPOGRAPHY DIN
IMAGE SOURCE UNSPLASH.COM
DESIGNER WANXIN (HEVIN) LI
INSTRUCTOR HUNTER WIMMER
PRINTING & BINDING BLURB.COM
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