QUIKSILVR
THE VISUAL DEVELOPMENT GUIDE BRAND - QUIKSILVER
NATURE OF IDENTITY 2020
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PERMIT NATURE TO TEACH YOU INTERESTING THINGS.
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TABLE OF CONTENTS
HISTORY /012 EVOLUTION /014 MISSION /016 KEYWORDS /024
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DEVELOPMENT /026 FINAL LOGO /054 SIMILAR /058 INSPIRATI0N /064
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CHAPTER 01
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HISTORY
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QUIKSILVER EST.1969 Quiksilver has become recognized as the youth lifestyle and culture clothing brand within the action outdoor sports industry. This brand was born on the beach of Torquay, Australia, in 1969 by local boys, Alan Green and John Law; making wetsuits and boardshorts in their garage. Since then, Quiksilver grew increasingly to the largest and most prestigious apparel business in outdoor activities such as surfing. It has combined function, fit, art and fashion to develop boardshorts for ocean lovers across the globe. In addition to boardshorts, Quiksilver designs and produces an entire line of lifestyle apparel, wetsuits, and snow outewear available across the globe. Quiksilver's core concept of fashion with function has now been embraced by all who enjoy active outdoor sports.
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EVOLUTION
EVOLUTION QUIKSILVER LOGO The Quiksilver logo, a cresting wave and snow-capped mountain, has become a marque of excellence. The cresting wave and snow capped mountain logo symbolises excellence and authenticity. The logo was inspired by a famous Japanese woodcut depicting a typhoon wave and Mt Fuji.
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PRESENT
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EXPLORE MORE ADVENTURES WITH NATURE FOR MORE OUTDOOR SPORTS
MISSION
INSPIRE PEOPLE TO CONNECT WITH NATURE AND EXPLORE OUTDOOR ADVENTURES.
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CHAPTER 02
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LOGO DEVELOPMENT
INTRODUCTION
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The following section shows the process of creating a new logo design for Quiksilver by applying the new brand mission but keeping the main core. Based on hundreds of sketches and final revisions, here are the results of Quiksilver's new logo.
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LOGO DEVELOPMENT
KEYWORDS We have explored and narrowed to three keywords or camps suitable for our new brand. When we achieve our goals through our new mission, we believe that these camps are the main directions for establishing the company.
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NATURE The most amazing thing about nature is its infinite variety.
EXPLORATION Exploration leads to knowledge and understanding. People like adventures of going to a new place, meeting new cultures, taking on new challenges or discovering new worlds. CONNECTION Everyone who participates in outdoor sports or spends anytime close to nature has their own special connection.
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LOGO DEVELOPMENT / ROUND 01
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INITIAL SKETCHES / CAMP 01
[ NATURE EXPLORATION CONNECTION ]
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LOGO DEVELOPMENT / ROUND 01
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[ NATURE EXPLORATION CONNECTION ]
INITIAL SKETCHES / CAMP 02
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LOGO DEVELOPMENT / ROUND 01
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INITIAL SKETCHES / CAMP 03
[ NATURE EXPLORATION CONNECTION ]
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LOGO DEVELOPMENT / ROUND 01
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REFINED SKETCHES After choosing many potential logo designs, these are 30 refined sketches.
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LOGO DEVELOPMENT / DIGITAL
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WAVE
MOUNTAIN
Q LETTER Q
After selecting all possible sketches from all the different camps based on two elements: Mountain and Wave. This round of sketching I merged these elements and narrowed down to see which of the following would be the final Quiksilver logo design.
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LOGO DEVELOPMENT / ROUND 02
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COLLECTION OF POTENTIALS SKETCHES
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BRAND NAME
LOGO DEVELOPMENT / ROUND 02
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COLLECTION OF POTENTIALS SKETCHES
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BRAND NAME
LOGO DEVELOPMENT / ROUND 02
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COLLECTION OF POTENTIALS SKETCHES
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LOGO DEVELOPMENT / ROUND 02
DIGITAL REFINEMENT At this point I made the transition to the computer to do more detailed refinement of the various versions of the logo I decided to move forward with. I started focusing on symbolic and graphic marks as those have been the most successful versions of the logo so far, as well as starting to consider where the logo might go. Because the three main elements I’ve been using are mountain, wave and letter Q, I looked up logos that also use two or all of those.
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LOGO DEVELOPMENT / ROUND 03
DIGITAL SKETCHES / R3
[ SYMBOL / GRAPHIC ]
Once again narrowed the focus of which logos to be working with I continued to refine the logo. This was also the stage at which I started to look at colors and lay out the actual anatomy of the logo.
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LOGO DEVELOPMENT / ROUND 03
DIGITAL SKETCHES / R3
[ SYMBOL / GRAPHIC + WORDMARK ]
Once again narrowed the focus of which logos to be working with I continued to refine the logo. This was also the stage at which I started to look at colors and lay out the actual anatomy of the logo.
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GOING TO THE MOUNTAINS IS GOING HOME. —JOHN MUIR
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FINALIZATION VERSION 01
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LOGO DEVELOPMENT / FINAL
FINAL LOGO We have made the final decision on the new Quiksilver logo. We kept the wave like shape as the original design, but added other natural elements that is applicable to our mission statement and keywords.
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[ VERTICAL ]
[ HORIZONTAL ]
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CHAPTER 03
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SIMILAR LOGOS
SIMILAR We searched for various logos with similar features to our current Quiksilver logo, and would like to share the following with you. The following list of these logos is divided into three elements, such as mountains, waves and the letter Q.
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[ MOUTAIN LOGOS ]
Evian
This list of mountain logos has similar organic and geometric shapes, almost all forming the letter M.
Evian water starts as snow and rain on the peaks of the pristine French Alps, Evian water brand has three mountains in its logo.
Crystal Mountain
Fiber Mountain
The largest ski resort in Washington State. Skiers and snowboarders from all over come to ride this world class terrain.
The Glass Core Company providing network and monitoring services such as troubleshooting and securing purposes.
Delta
Blue Ice
Delta is one of the major airlines of the United States and a legacy carrier. It is headquartered in Atlanta, Georgia.
Blue Ice provides minimalist packs, harnesses , piolets and other technical alpine products for devoted climbers.
Coors Light
Paramount Pictures
Coors Light has a mountain icon to represent the beer as part of the logo. As of 2020, the icon is a stylized drawing of a mountain with two peaks.
Paramount is an American film studio. It is the fifth oldest film studio in the world, the second oldest film studio in the US.
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[ WAVE LOGOS ]
Tampa Bay Wave
These logos have similar sharp and curved shapes that we found during our research.
Tampa Bay Wave is a nonprofit organization that helps tech entrepreneurs build, launch, and grow the startups into breakout businesses.
Thames Water
Balenciaga
Thames Water is the UK's largest private utility company responsible for the public water supply and waste water treatment.
Balenciaga is an apparel company owned by the French multinational company Kerig.
Koloa
Pepsi
Koloa Surf is a surfboard riding company headquartered in Hawaii, it's very similar to the current Quiksilver.
Pepsi is a soft drink, the top half of logo is red, the bottom half is blue, and a wavy white line runs through the center.
94.7 The Wave
Total
94.7 The Wave is a radio station of Southern California's hip and diverse vibe.
Total is a broad energy company, which produces and markets fuels, natural gas and electricity.
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[ LETTER Q LOGOS ]
QuickTime
We searched the capital Q logo designs with some form of missing pieces.
QuickTime is an extensible multimedia framework developed by Apple, capable of handling various formats of digital media.
Quiznos
Q-Dance
Quiznos Sub is a fast food restaurant company similar to Subway.
Q-Dance is a Dutch company that organizes events and festivals that focuses on the harder styles of dance music.
Qiwi
Qlik
Qiwi is a publicly traded Russian payment service provider.
Qlik provides a platform which includes data integration, userdriven business intelligence and conversational analytics.
QSound
QVC
QSound is a global supplier of audio software technology, and it is the leader in 3D audio enhancement solutions.
QVC is an American free-to-air television network, and flagship shopping channel specializing in televised home shopping.
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INSPIRATION
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VISUAL GUIDE INSPIRATION The style guide is a manual of our brand's visual identity, it is a complete system that supports the logo. In order to successfully implement a brand, we need visual standards, including legibility, logo don’ts, typography, color palettes and visual styling. In this chapter, we need to find some good examples to understand and learn in accordance with the elements required by the visual standards, and then transform them into our new logo design.
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ANALYSIS Learning a few successful brand guidelines is important during our development phase to find inspiration for our future.
NEW IDENTITY INTRODUCTION The introduction briefly goes through where the company started and the vision forward in a succinct manner.
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TYPE SPECS TYPOGRAPHY
The type specs from Cadence make it easy to analyze the details of type. Typography talks. It’s a powerful tool to express the personality of the Cadence brand. We use the Frutiger font family. It’s clean, legible, and straightforward—suitable for the full range of our communications.
TYPE COLOR You may use any color from the corporate color palette. Black is preferred in text-heavy areas. An alternate color is Cadence red (or PANTONE® 186), but don’t use it for more than one page of text.
CORPORATE TYPOGRAPHY FRUTIGER FONT FAMILY
FRUTIGER
UPPERCASE
LOWERCASE
GENERAL TYPOGRAPHY USAGE
45 LIGHT 46 LIGHT ITALIC
ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890
abcdefghijklmn opqrstuvwxyz abcdefghijklmn opqrstuvwxyz
Frutiger Light may be used for text within charts and diagrams. Frutiger Light Italic may be used for emphasis within text.
55 ROMAN 56 ITALIC
ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890
abcdefghijklmn opqrstuvwxyz abcdefghijklmn opqrstuvwxyz
Frutiger Roman may be used for large areas of body copy. Frutiger Italic may be used for emphasis within text. For diagram captions, too.
65 BOLD
ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890
abcdefghijklmn opqrstuvwxyz
Frutiger Bold may be used for all types of titles, subheads, pull quotes, for emphasis within text, and when text is reversed out of a colored background.
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ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890
abcdefghijklmn opqrstuvwxyz
Frutiger Black should only be used for small quantities of text. It’s ideal for large format pieces such as posters and billboards.
TYPE SPECIFICATIONS See Print Literature System, pages 53–54, for typographic specifications. WHERE TO GET FRUTIGER Frutiger may be downloaded from Adobe, for a fee, at www.adobe.com. It’s available in PC and Mac formats.
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MAIN ID COLORS Inspiration from PWC shows the use of colors and the variations in use in different situations.
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LOGO DON’TS Detailed instructions for anyone who needs to display the brand logo, especially non-designers.
LOGO ANATOMY
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Signature Clear Space
The scale and placement can be extended to any situation. It has a good explanation of the placement of the logo in relation to the type.
Our company stands out from the crowd, and so does our signature. To create maximum impact, keep the space around the FedEx signature free from other text and graphics. The clear space on each side of the signature should always be equal to or greater than the x-height of the FedEx wordmark.
Preferred (Large) Two-Color
Special Use (Horizontal) Two-Color
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ALTERNATE VERSIONS OF THE LOGO Used for logos presented in different scales. It is important to consider the physical environment and the availability of width and height in digital media.
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COLOPHON
DESIGNER
BINDING & PRINTING
Yinwei Wang
Blurb.com
CLASS
TYPEFACES
Nature of Identity
DIN
Fall 2020
Avenir
INSTRUCTOR
SOURCES
Hunter Wimmer
Unsplash Quiksilver
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