Airwalk Visual Standards Guide

VISUAL STANDARDS GUIDE

GR 604: The Nature of Identity

Yumo Wang // Spring 2024

CONTENTS New Brand Concept New Logo Standards New Visual System New Business System (Stationery) 01 09 21 27

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NEW BRAND CONCEPT

Airwalk is redefining its brand, moving beyond skateboarding to embrace exploration, individuality, irreverence, and selfexpression. The renewed mission is to empower youth through adventure, helping them discover their potential and express themselves. This chapter reviews Airwalk’s history, mission, and new vision.

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BRAND DESCRIPTION

Airwalk is a pioneer in the skateboard industry, founded in 1986 by George Yohn and Bill Mann to produce more functional, more durable skate shoes. With freedom, individuality, and an adventurous spirit at its core, this brand meets young people’s needs for extreme sports equipment through continuous innovative design. Airwalk not only sells products, but it also advocates skateboarding culture and the active lifestyle of the extreme sports community, including skateboarding, skating, surfing, BMX, skiing, BASE jumping, and off-road motorcycles.

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BRAND HISTORY TIMELINE

1986

George Yohn and Bill Mann co-founded Airwalk.

1995

Airwalk hits record sales of $200 million.

1990s

”The One” shoe becomes popular and the Airwalk gains national recognition.

1996

Footwear Industries of America names Airwalk Marketer of the Year.

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1999

Airwalk is acquired by Sunrise Capital Partners.

2004

Airwalk is acquired by Collective Licensing International.

2011

Airwalk’s 25th anniversary. Some of the most nostalgic models were re-released, including the Enigma, Prototype, and Jim.

2014

Airwalk is sold to Authentic Brands Group.

2000

Malcolm Gladwell named Airwalk the sixth most influential brand in the world in the mid-1990s in The Tipping Point.

Present

New Airwalk models are sold in the U.S. through JC Penney, and retro Airwalk styles are available on eBay and Poshmark. And Airwalk is rebranding.

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Our new mission is to empower people to express themselves, build community, and embrace adventure by shaping character and fostering meaningful connections on every journey, because dissatisfaction, rebellion, and personal expression are part of discovering your potential.

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NEW LOGO STANDARDS

Adhering to these standards is essential for preserving the clarity and consistency of Airwalk’s new logo. This chapter outlines all specifications for the logo, detailing its appearance and guidelines for proper use. The content includes visual references to ensure accurate application, prevent common errors, and establish a solid foundation for Airwalk’s new visual identity system.

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THE FINAL LOGO

This is Airwalk’s new logo, which is a combination of a distinctive A and a circle. This logo is based on the brand’s keyword–rebellion (independent way of thinking and acting). It uses sharp strokes to show rebellion.

Symbol

Signature

Logotype

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LOGO ANATOMY

The Logo anatomy clearly shows how the new logo was constructed. The exact size and proportion are defined by the measurement “x”. The logo is composed of geometric and irregular elements, and the creation process strictly followed precise measurements.

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BLACK AND WHITE LOGO

This section shows the black-and-white version of the logo used in one-color printing. Use a black logo on less than 40% of the tone and a white logo on more than 40%. When using the black and white version of the logo, there must be sufficient contrast and clean backgrounds.

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LOGO VARIATIONS

Airwalk’s new logo comes in three different versions for different carriers. The three versions are vertical lockup, symbol, and logotype. When choosing the logo, always consider the clear space and size limitations of each version.

Horizontal lockup is one of the main formats of Airwalk’s new logo. The logo should be larger than 3/4 inch.

The symbol is the other main format of Airwalk’s new logo. In cases where there is not enough space, the symbol can be used as a stand-alone logo.

The logotype can also be used as a standalone logo in cases where the readability and legibility of the graphic are not strong.

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CLEAR SPACE

Leave enough space around the logo to help the logo display more clearly. Depending on the specifics of the symbol, logotype, and signature, the minimum required clear space is defined by the measurement “x” to designate clear space for all versions of the logo.

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LOGO SIZE CHART

The purpose of the size chart is to ensure the legibility and recognizability of the logo and to help indicate the proper size to use in different design solutions. All types of logos should be displayed at the specified size.

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Horizontal lockup

1.25 inch and above

1 inch

0.75 inch

0.5 inch

0.25 inch

Do not set the logo below 0.25 inch

Logotype Symbol

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LOGO DON’TS

The following are unacceptable ways to use Airwalk’s logo, these examples break the bar it sets. Comparing with the correct version will help standardize the use of the logo to better maintain brand consistency.

Signature Symbol Logotype

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Do not stretch the logo.

Do not reverse the logo. Do not use off-brand colors.

Air walk

Do not change the typeface.

Do not rotate the logo. Do not change the scale.

Do not add shadows . Do not use outlines. Do not add glow effects.

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NEW VISUAL SYSTEM

The new Airwalk brand extends beyond its logo and logo standards, encompassing a comprehensive visual system that complements the redesigned logo. This system is integral for maintaining and enhancing the consistency of Airwalk’s overall aesthetic. This chapter presents the approved typography, colors, and business systems for the new Airwalk, providing a clear understanding and guidance for adhering to these visual standards.

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