QUIKSILVER_VISUAL STANDARDS GUIDE_XINGCHEN (STAR) CHEN

VISUAL STANDARDS GUIDE VISUAL STANDARDS GUIDE

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INTRODUCTION

Sustainable development at Quiksilver is first and foremost a mindset. It’s about breaking down assumptions about how things are done; it’s about collaborating and sharing new ideas and innovative concepts; it’s about being creative in re-thinking our business processes in ways that make us not only more efficient, but also more environmentally and socially responsible.

Through the lens of sustainability we are committed to making a more positive impact on our world, undertaking actions that improve our efficiencies, protect our environment, reduce waste, and conserve resources, build a better future of our next generation.

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TABLE OF CONTENTS IDENTITY 02 08 12 16

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NEXT PHASE

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SOURCES

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Introduction Logo Anatomy Alternate Versions Unacceptable Usages

VISUAL SYSTEM 22 Color Palette 24 Typography

APPLICATIONS

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30 Introduction 32 Stationary Set

PROTECTION PLAN 36 37 38 39 40 41

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Divisions Brand Chart Quiksilver in Education Quiksilver in Infrastructure Quiksilver in Communication Quiksilver in Healthcare

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BRAND IDENTITY

The future of brand is encourage people to develop outdoor activates to enhance their awareness of env ironmenta l protection. It is time to move forward by beginning the initial phase to development our brand’s new identity. Start with brand core and combine with new brand concept.

The goal in this phase was to produce as much as possible in order to help us to define the right idea fits in our brand.

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LOGO ANATOMY Our Mission is to encourage people to develop outdoor activities to enhance their awareness of environmental protection. The story behind our brand logo is the idea of combining abstract lines of the mountain, land, and sea. We separate the logo as three parts. The top part represents the mountain, the middle part represents our earth, and the bottom wave part represents the sea.

Three parts put together make a shield. This shield is our brand mission is protecting the environment.

In this phase, we tried multiple combinations to define the protection meaning into our new logo.

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32x

1x

1x

28x

1x

1x

2x

2.5x

2x

5x

5x

28x 7.5x

5x

X is the empty square space.

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UNEDITED TEXT Set in the selected typeface for our brand. DIN Condensed Bold

QUIKSILVER MODIFIED WORDMARK 45 degree cuts in the middle on all the letters, S, E,R cuts from the top left side, only K cuts from the bottem left side.

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X is the empty square space.

28X

5x

5x

28X

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ALTERNATE VERSIONS

Signature in horizontal

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Symbol only

Logotype only

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ALTERNATE VERSIONS Color PMS 1655 C PMS 486 U C M Y K

0 80 100 0

R 240 G 81 B 35

Color PMS 3263 C PMS 3248 U C M Y K

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80 0 140 0

R 12 G 186 B 180

Color PMS Cool Gray 11 C PMS 419 U C M Y K

60 60 50 20

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R 85 G 86 B 90

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UNACCEPTABLE USAGES Unacceptable usages prevents missuses of the company identity. And it is a good reference when co-branding or co-operating with other companies for events or publications. Please refer to this document for the right use of our identity and follow the instructions when use our identity on printing or web publications.

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QUIKSILVER No stretching of the logo.

No tilting or re-orientation of the logo.

Don't use random font of placement for the logotype.

Don't Skew the logo and skew the logoty pe.

of the logo.

Don't use 3D effects on the 2D logo. Reference to the 3D version of the logo.

Don't use any other color on the logo.

Don't outline the symbol or the logotype.

Don't put the logo on texture or reverse it.

Don't cast a shadow for the 2D logo. Reference to the 3D version

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" NO WATER, NO LIFE. NO BLUE, NO GREEN " ­— Sylvia Earle

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Sylvia Alice (Reade) Earle (born August 30, 1935) is an American marine biologist, explorer, author, and lecturer. She has been a National Geographic explorer-inresidence since 1998. Earle was the first female chief scientist of the U.S. National Oceanic and Atmospheric Administration, and was named by Time Magazine as its first Hero for the Planet in 1998.

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VISUAL SYSTEM This is the secondary phase of development for our brand new visual identity. After choose one of the concepts from our initial phase, we can move to next step with one concepts direction ideas. From this direction sketches are more concentrated.

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COLOR PALETTE The color palette is extracted from our brand mission is to encourage people to develop outdoor activities to enhance their awareness of environmental protection.

Use saturated orange to indicate people's enthusiasm for outdoor sports. Blue green indicate people love ocean and want to protect the ocean. Use dark gray to convey we all live on the earth, and we all have responsibility to protect the environment.

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PMS 1655 C C M Y K

0 80 100 0

R 240 G 81 B 35 PMS Cool Gray 11 C C M Y K

60 60 50 20

R 85 G 86 B 90

PMS 3263 C C M Y K

80 0 140 0

R 12 G 186 B 180

PMS 486 U

PMS 486 U C M Y K

0 80 100 0

C 0

R 240

M 80 Y 100 K 0

G 81 B 35

R 240 G 81 B 35

PMS 486 U C M Y K

0 80 100 0

R 240 G 81 B 35

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TYPOGRAPHY

DIN DIN CONDENSED The typeface was adopted by Germany in 1936 as a standard known as DIN 1451 (DIN is an acronym for Deutsches Institut für Normung—in English, the German Institute for Standardization). The typeface became a standard for traffic signs, street signs, house numbers and license plates. Over the next decades the typeface also found use on various household goods and products, making it synonymous with German design.

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DIN Condensed Bold

​‌A​‌B​‌C​‌D​‌​‌E​‌F​‌G​‌H​‌I​‌J​‌K​‌L​‌M​‌N​‌O​‌P​‌Q​‌R​‌S​‌T​‌U​‌V​‌W​‌X​‌Y​‌Z​​‌1​‌2​‌3​‌4​‌5​‌6​‌7​‌8​‌9​‌0​‌ abcdefghijknopqrstuvwxyz‘​‌?​‌’​‌“​‌!​‌”​‌(​‌%​‌) #​‌ DIN Pro

​‌A​‌B​‌C​‌D​‌​‌E​‌F​‌G​‌H​‌I​‌J​‌K​‌L​‌M​‌N​‌O​‌P​‌Q​‌R​‌S​‌T​‌U​‌V ​‌W ​‌X ​‌Y ​‌Z​​‌1​‌2​‌3​‌4​‌5​‌6​‌7​‌8​‌9​‌0​‌ abcdefghijknopqrstuvwxyz‘​‌?​‌’​‌“​‌!​‌”​‌(​‌%​‌)#​‌ DIN-BlackItalic

​‌A​‌B​‌C​‌D​‌​‌E​‌F​‌G​‌H​‌I​‌J​‌K​‌L​‌M​‌N​‌O​‌P​‌Q​‌R​‌S​‌T​‌U​‌V​‌W​‌X​‌Y​‌Z​​‌1​‌2​ ‌3​‌4​‌5​‌6​‌7​‌8​‌9​‌0​‌ abcdefghijknopqrstuvwxyz ‘​‌? ​‌’​‌“​‌! ​‌”​‌(​‌%​‌)#​‌ DIN-MediumItalic

​‌A​‌B​‌C​‌D​‌​‌E​‌F​‌G​‌H​‌I​‌J​‌K​‌L​‌M​‌N​‌O​‌P​‌Q​‌R​‌S​‌T​‌U​‌V ​‌W​‌X​‌Y​‌Z​​‌1​‌2​‌3​ ‌4​‌5​‌6​‌7​‌8​‌9​‌0​‌ abcdefghijknopqrstuvwxyz ‘​‌? ​‌’​‌“​‌!​‌”​‌(​‌%​‌)#​‌ DIN (OTF)

​‌A​‌B​‌C​‌D​‌​‌E​‌F​‌G​‌H​‌I​‌J​‌K​‌L​‌M​‌N​‌O​‌P​‌QRS​‌T​‌U​‌V ​‌W ​‌X ​‌Y ​‌Z ​​‌1​‌2 ​‌3 ​‌4 ​‌5 ​‌6​‌7​‌8​‌9​‌0​‌ abcdefghijknopqrstuvw xyz‘​‌?​‌’​‌“​‌!​‌”​‌(​‌%​‌)#​‌ VISUAL STANDARDS GUIDE

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TYPOGRAPHY

ANTONIO ANTONIO Antonio is a reworking of many traditional advertising sans serif typefaces. The letter forms have been digitised and then reshaped for use as a webfont, the counters have been opened up a little and the stems optimised for use as bold display font in modern web browsers. Anton was extended from a single bold style into a family in March 2013, named Antonio

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Antonio Light

​‌A​‌B​‌C​‌D​‌​‌E​‌F​‌G​‌H​‌I​‌J​‌K ​‌L​‌M​‌N​‌O​‌P​‌Q​‌R​‌S ​‌T​‌U​‌V ​‌W ​‌X ​‌Y ​‌Z ​​‌1​‌2 ​‌3 ​‌4 ​‌5​‌6​‌7​‌8 ​‌9 ​‌0​‌ abcdefghijknopqrstuvwxyz ‘​‌?​‌’​‌“​‌!​‌”​‌(​‌%​‌)#​‌ Antonio Regular

​‌A​‌B​‌C​‌D​‌​‌E​‌F​‌G​‌H​‌I​‌J​‌K​‌L​‌M​‌N​‌O​‌P​‌Q​‌R​‌S​‌T​‌U​‌V ​‌W ​‌X ​‌Y​‌Z ​​‌1​‌2​‌3​‌4​‌5​‌6​‌7​‌8​‌9​‌0​‌ abcdefghijknopqrstuvwxyz ‘​‌?​‌’​‌“​‌!​‌”​‌(​‌%​‌)#​‌ Antonio Bold

​‌A​‌B​‌C​‌D​‌​‌E​‌F​‌G​‌H​‌I​‌J​‌K​‌L​‌M​‌N​‌O​‌P​‌Q​‌R​‌S​‌T​‌U​‌V​‌W ​‌X ​‌Y​‌Z ​​‌1​‌2​‌3​‌4​‌5​‌6​‌7​‌8​‌9​ ‌0​‌ abcdefghijknopqrstuvwxyz ‘​‌?​‌’​‌“​‌!​‌”​‌(​‌%​‌)#​‌ Antonio Normal

​‌A​‌B​‌C​‌D​‌​‌E​‌F​‌G​‌H​‌I​‌J​‌K​‌L​‌M​‌N​‌O​‌P​‌Q​‌R​‌S​‌T​‌U​‌V​‌W​‌X​‌Y​‌Z​​‌1​‌2​‌3​‌4​‌5​‌6​‌7​‌8​ ‌9​‌0​‌ abcdefghijknopqrstuvwxyz ‘​‌?​‌’​‌“​‌!​‌”​‌(​‌%​‌) #​‌

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TYPOGRAPHY

Chaparral Pro CHAPARRAL PRO Created by Adobe type designer Carol Twombly, Chaparral combines the legibility of slab serif designs popularized in the 19th century with the grace of 16th-century roman book lettering.

The result is a versatile, hybrid slab-serif design, a unique addition to the Adobe Originals family of typefaces. Unlike “geometric� slab serif designs, Chaparral has varying letter proportions that give it an accessible and friendly appearance in all weights from light to bold.

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Chaparral Pro Regular

​‌ B​‌C​‌D​‌​‌E​‌F​‌G​‌H​‌I​‌J​‌K​‌L​‌M​‌N​‌O​‌P​‌Q​ A​‌ ‌R​‌S​‌T​‌U​‌V ​‌W ​‌X ​‌Y​‌Z​​‌1​‌2​‌3​‌4​‌5​‌6​‌7​‌8​‌9​‌0​‌ abcdefghijknopqrstuvwxyz ‘​‌? ​‌’ ​‌“ ​‌! ​‌”​‌(​‌%​‌)#​‌ Chaparral Pro Light Italic

​‌A ​‌B​‌C​‌D​‌​‌E​‌F​‌G​‌H​‌I​‌J​‌K ​‌L​‌M​‌N​‌O​‌P​‌Q​‌R ​‌S​‌T ​‌U ​‌V ​‌W ​‌X ​‌Y​‌Z​​ ‌1​‌2​‌3​‌4​‌5​‌6​‌7​‌8​‌9​‌0​‌ abcdefghijknopqrstuvwxyz ‘​‌? ​‌’ ​‌“ ​‌! ​‌”​‌(​‌%​‌)#​‌ Chaparral Pro Italic

​‌A ​‌B​‌C​‌D​‌​‌E​‌F​‌G​‌H​‌I​‌J​‌K​‌L​‌M​‌N​‌O​‌P​‌Q​‌R​‌S​‌T​‌U ​‌V ​‌W ​‌X ​‌Y​‌Z​​ ‌1​‌2​‌3​‌4​‌5​‌6​‌7​‌8​‌9​‌0​‌ abcdefghijknopqrstuvwxyz ‘​‌? ​‌’ ​‌“ ​‌! ​‌”​‌(​‌%​‌)#​‌ Chaparral Pro Bold Italic

​‌A​‌B​‌C​‌D​‌​‌E​‌F​‌G​‌H​‌I​‌J​‌K​‌L​‌M​‌N​‌O​‌P​‌Q​ ‌R​‌S​‌T​‌U​‌V ​‌W ​‌X ​‌Y​‌Z​​‌1​‌2​‌3​‌4​‌5​‌6​‌7​‌8​‌9​‌0​‌ abcdefghijknopqrstuvwxyz ‘​‌? ​‌’ ​‌“ ​‌! ​‌”​‌(​‌%​‌)#​‌ VISUAL STANDARDS GUIDE

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APPLICATIONS Branding our company name or logo on stationery is very important for Our marketing, Quiksilver definitely want to customize our stationery system, Which represents who we are and what we do.

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STATIONERY SET

ALAN GREEN Chief Executive Office

ALAN QuiksilverGREEN Co. Ltd

25 Baines Cres, Chief Executive Office Torquay VIC 3228, Australia

+613 5261 Co. 6000 Quiksilver Ltd quiksilver@thefutureofsustainable.com 25 Baines Cres, Torquay VIC 3228, Australia

+613 5261 6000 quiksilver@thefutureofsustainable.com

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Quiksilver Co. Ltd 25 Baines Cres, Torquay VIC 3228, Australia +613 5261 6000 quiksilver@thefutureofsustainable.com

August 21, 2017

Hello, Mr. Jamie Mitchell

We are proud to announce that the Quiksilver company is holding a new Product release cocktail party at: Quiksilver Co. Ltd 25 Baines Cres, Torquay VIC 3228, Australia And you are invited as our honored guest. Please check out More details at our website: Also you are entitled to bringing one guest as your companion.

There will be food and beverages served at the bar. We are looking Forward to meeting with you. Please RSVP at Facebook page: Facebook/# thefutureofsustainable

Best Regards, Alan Green

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PROTECTION PLAN As we have developed an identity to secure our appearance in the future, it is even more important to know where our brand will be and what will it be doing in the future. The following list and chart displays exactly that numerous possibilities for the future of the Quiksilver brand. These realizations come in many different shapes and forms. We want the corporation to success and blossom in infrastructure, health and education will lead people go to a future of sustainable development.

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PROTECTION PLAN

EDUCATION INS1. QS Green environmental institute INS2. QS Green App INS3. QS Green Photography Tour INS4. QS Green Botanical Garden INS5. QS Young Pioneer Institution

INFRASTRUCTURE INF1. Quiksilver Recycling Center INF2. Quiksilver Desert Greening Plan INF3. Quiksilver Energy Farm INF4. Quiksilver Water Pollution Control Lab

HEALTHCARE HE1. QS Environmental Risk Control Institute HE2. QS Marine Institute HE3. QS Wildlife Rescue Center HE4. QS Wildlife Preserves

COMMUNICATION CO1. Quiksilver Green Living Seminar CO2. Quiksilver Save The Ocean Event CO3. Quiksilver Kids Eco-Club CO4. Quiksilver Earth Exhibition CO5. QS Green TV channel CO6. QS Energy Saving Design Competition CO7. QS Environmental Film Festival CO8. QS VR Green Exploration

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SKY

INF3

EARTH

S

INF2 INF1

CO5

S

INS1

INS4

CO

S

ED

CO8

ED

CO4

EV

CO1

HE3

P

EV

INS5 CO3 INS3

Aware CO5

EV

CO2

Educated

CO3

EV

CO6

EV

CO4 CO6

CO5

CO

PRODUCTS

S

SERVICES

EN

ENVIRONMENTS

EV

EVENTS

EX

EXPERIENCES

CO

CO-BRANDING OPPORTUNITES

ED

EDUCATIONIAL OPPORTUNTIES

ED

HE4

EV

S

CO

INS3

CO

EX

INS2

EX

S

HE2

P

Active

CO

HE1

INF1

ED

EV

EX

CO7

EN

EN

INF4

S

SEA

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EDUCATION

QS Green Environmental Institute

ED

QS Green Garden

ED

Education for the next generation of environmental protecters and moving science to action. Encouraging people's awareness of environmental protection through education. People will get better understanding why protecting the environment is important to us, also how we can do it.

Green Garden offers a place where visitors can experience nature, learn about plants and the environment in an 'outdoor classroom,' relax and seek respite from city life in an urban sanctuary. We aim for young citizens to connect with and more fully understand the need to protect nature.

QS Green App

QS Young Pioneer Institution

EX

This is an app to inform about volunteer activities around your location. It also reports news concerning animal and environmental preservation.

QS Green Photograph Tour

EX

Ecological tour is the good choice for outdoor lovers. Our distinctive worldwide ecological tours travel to destinations unique for abundant and photogenic wildlife and nature.

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ED

QS young pioneer institution will nurture young people's interest in exploration nature of environments. Through this ourdoor education, young people will learn more about our land.

INFRASTRUCTURE

Quiksilver Recycling Center

S

Today, as natural resources become scarcer and manufacturing costs rise, recycling is more important than ever. QS Recycling Center is working to find the most efficient and forwardthinking approach to handling waste. With ever yone's help, we can work to reduce our environment impact and manage

QS Desert Greening Plan

S

QS Desert Greening Plan is a new geoengineering Idea to turning deserts into forests. which is the process of man-made reclamation of deserts for ecological reasons (biodiversity), farming and forestry, but also for reclamation of natural water systems and other life support systems.

materials more effectively.

QS Energy Farm

S

Qs Green Energy Farm is a vertically integrated business operating throughout the whole renewable biomass supply chain. Its operations cover plant breeding, provision of planting material and new establishment techniques, through to the consolidation of feedstock supplies for projects and full traceability monitoring, including sustainability, of total feedstock supply chains.

QS Water Pollution Control Lab

S

QS Water Pollution Control Lab is capable of analyzing environmental contaminants in water, sediments, and tissue. The lab is equipped for clean sample preparation, analyses of petroleum hydrocarbons, semi-volatile organic compounds, pesticides, polycyclic aromatic hydrocarbons, creosote compounds, trace elements, nutrients and oxygen demand.

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COMMUNICATION

QS Green Living Seminar

QS Save The Ocean Event

ED

EV

Every Green Living Seminar all around a different topic, which is timely and relevant to current sustainability issues. Recent topics include Restoring Ecological Integrity to Your Land, Current Forest Health Conditions in Massachusetts.

QS Save the Ocean Event is an event of ocean celebration and collaboration for a better future. This site serves as the central coordinating platform for QS Save The Ocean Event with free resources and ideas for everyone–no matter where you live.

QS Kids Eco-Club

QS Green TV Channel

EV

CO

Teach children to use their creativity to turn waste into an art project, like recycled crafts and online activities. Also in this eco club kids can watch videos and activites about the planet.

QS Green TV Channel is a very important way to show what we want to protect nature, The environment, animals, and our earth. The tv channel will have different kinds of programs, are all related with protect environment.

QS Energy Saving Design Competition

QS VR Green Exploration

CO

P

QS Energy Saving Design Competition is appeals to eveyone to use there creativity and design to help the environment. People who don't have time to join events, can use their design skills to participate.

QS VR Green Exploration will bring people go back to the formation of the earth. People will have a change to close contact with prehistoric nature.

QS Environmental Film Festival

QS Earth Exhibition

EV

QS Environmental Film Festival will bringing together filmmakers, policymakers, scientists, educators, and citizens committed to the future of our planet. By partnering with leading museums, embassies, universities and theaters, QS Environmental Film Festival aim to advance the public’s understanding of the environment and inspire action, through the power of film.

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EV

QS Earth Exhibition can help people to learn about how earthquakes, tsunamis, volcanic eruptions and climate change etc. affect the world - in particular, the region that we live in. Admire the movement within the Earth, and gain a better understanding of how the dynamism within the Earth can contribute to the untamed nature of our planet.

HEALTHCARE

QS Wildlife Rescue Center

EN

QS Wildlife Preserves

S

QS Wildlife Rescue Center is private, independent and nonprofit, and our scope of ser vices goes beyond that of a so-called no-kill, or limited admission, facility. Aware on open-door shelter for all animals.

QS Wildlife Preserve is an area of land or water set aside from at least some forms of development or recreational use, particularly from industrial use, hunting and motorized recreation, to protect wildlife and their habitats.

QS Marine Institute

QS Environmental Risk Control Institute

EN

Diseases of fish and shellfish affect both wild and aquacultured populations, accounting for millions of dollars in lost fishery revenues and ecosystem services each year. Scientists identify and detect the diseases that affect marine life and human health, studying where pathogens come from, how they are transmitted, and the genetic basis for immunity.

ED

QS Environmental Control Institute plans, directs, and coordinates a national program to maintain and improve the health of the American people by promoting a healthy environment and by preventing premature death and avoidable illness and disability caused by non-infectious, non-occupational environmental and related factors. We are especially committed to safeguarding the health of populations that are particularly vulnerable to certain environmental hazards–children, the elderly, and people with disabilities.

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THE NEXT PHASE Start new adventure. The next phase takes place on our website where our prototypes covered in our annexes will be described in full detail. For more information, please visit:

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SOURCES REFERENCES https://gregorypacks.com/ http://www.evian.com/en_us/ http://blackmtncycles.com/ http://thequiksilverinitiative.com/ https://www.quiksilver.com.au/events http://www.insuremeplus.com/ http://mtntactical.com/fitness/mountain-athlete/ https://www.facebook.com/mtnathlete/ http://www.tahoemountainsports.com/ https://www.mountain-forecast.com/ https://www.linkedin.com/company-beta/4394371/?pathWildca rd=4394371 http://www.nordicmountain.com

IMAGE SOURCES http://www.fundinguniverse.com/ http://thequiksilverinitiative.com/Home http://www.ocregister.com/articles/company-703761-quiksilvertanner.html http://www.theoriesofatlantis.com/ http://www.zinio.com/mag-reader/h5r-reader.jsp#/ readsvg/416405575/66 http://www.snowboarder.com/snowboarder-magazine-rider-year2017-6-austen-sweetin/ http://www.complex.com/ https://www.nrdc.org/

Typeface Anton Chaparral Pro Din

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Design

Xingchen (Star) Chen

Printing & Binding

Imprint 350 Townsend Suite 323 San Francisco, CA 94105

Course

School of Graphic Design Nature of Identity - Spring 2017 Academy of Art University

Instructor

Hunter Wimmer

This is a non-commercial style guide and is intended for eductional purposes only. This does not reflect or represent Quiksilver. This book was created as part of a project for Academy of Art University.

79 New Montgomery St San Francisco CA 94105

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