VISUAL STANDARDS GUIDE
VISUAL STANDARDS GUIDE
Q U I K S I LV E R
V I S U A L S TA N D A R D S G U I D E
CONTENTS 1/
REFORMATION
05
NEW IDENTITY LOGO ANATOMY WORDMARK
2/
NEW MARKS
15
OUR SIGNATURE ALTERNATE MARKS SIZE CHART
3/
VISUAL USE
21
INCORRECT TREATMENTS COLORS TYPOGRAPHY
4/
THE NEW SCOPE ENVISION BRAND CHART EXTENSIONS
29
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1 / R E F O R M AT I O N NEW IDENTITY LOGO ANATOMY WORDMARK
1 / R E F O R M AT I O N
NEW IDENTITY ACTIONS, ENERGY AND MOVEMENT
The new Quiksilver logo still reflects the brand’s spirit—Waves and Mountains.
With the key word Adventure, bars are used to express
actions, energy and movement. By combining with the first letter Q, the new logo has a stronger identity.
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1 / R E F O R M AT I O N
THE CURVE OF WAVES
THE MOUNTAIN
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Âť SYMBOLS
Born on the beach, we are still sticking to the core roots of the mountain and the wave.
1 / R E F O R M AT I O N
L O G O A N AT O M Y
2x
2x x
Q U I K S I LV E R
2x
V I S U A L S TA N D A R D S G U I D E
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x
x
x
80°
SYMBOL
0.25x
0.75x
x
x
WORDMARK
1 / R E F O R M AT I O N
WORDMARK
x
80°
Q U I K S I LV E R
0.09375 x
V I S U A L S TA N D A R D S G U I D E
0.125 x
0.09375 x
13
0.125 x
0.09375 x
THE BREAK
For letters Q, K and E,
when the height is bigger than 3 Inches, the breaks
decrease to 0.625x.T
0.0625 x
40°
Q U I K S I LV E R
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2/ NEW MARKS OUR SIGNATURE ALTERNATE MARKS SIZE CHART
2/ NEW MARKS
O U R S I G N AT U R E SYMBOL + WORDMARK
The version of the Quiksilver logo and the wordmark below
symbol is the signature mark. Its use is preferred to represent
our brand’s identity.
x
x
2x 2x
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Âť ALTERNATE MARKS
Alternate marks are also used with 2x
clear space around the mark as seen on the signature.
2/ NEW MARKS
SIZE CHART ADAPTING TO THE ENVIRONMENT
For the best legibility, we have set several versions of logos
to be used in different dimensions.
0.66 INCH AND BIGGER
[A] SYMBOL+WORDMARK
0.6 INCH AND SMALLER
[b] SYMBOL
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[B] SYMBOL
[a] SYMBOL+WORDMARK
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[C] WORDMARK
» RESTRICTIONS
0.35 INCH MINIMUM
0.2 INCH MINIMUM
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3/ VISUAL USE INCORRECT TREATMENT COLORS TYPOGRAPHY
3/ VISUAL USE
I N C O R R E C T T R E AT M E N T S DON’TS [A] SWITCHED COLORS
[F]
[B] ROTATIONS
[G] TYPES OVER LOGO
[C] GRADIENTS
[H] COLORED WORDMARK
[D] OUTLINE
[I]
[E] DARK BACKGROUNDS
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PATTERNED BACKGROUNDS
DROP SHADOWS
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[A]
[B]
[C]
[D]
[E]
[F]
[G]
[H]
[I]
3/ VISUAL USE
COLORS SKY + ADVENTURE + GROUND
BLUE, YELLOW and DARK GREY are used in our brand, which
indicate the sky, adventure and ground. They can be used
alone, but when it comes to multi-colors, the three have to be used in the same environment.
01 SKY BLUE
02 ENERGY YELLOW
03 ROCKY GREY
CMYK 32. 6. 0. 4
CMYK 0. 7. 84. 0
CMYK 58. 54. 54. 52
RGB 178. 212. 237
RGB 255. 232. 45
RGB 75. 70. 66
HEX #B2D4ED
HEX #FFE82D
HEX #4B4642
PANTONE Uncoated 112-10 U
PANTONE Uncoated 4-7 U
PANTONE Uncoated 170-15 U
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» Black and white logos are
04 TRUE BLACK
05 WHITE
CMYK 0. 0. 0. 100
CMYK 0. 0. 0. 0
RGB 35. 24. 21
RGB 255. 255. 255
HEX #231815
HEX #FFFFFF
allowed when the environ-
ment is too dark or has high
saturation colors.
3/ VISUAL USE
TYPOGRAPHY AVENIR NEXT
Avenir Next font family was designed by Adrian Frutiger in
collaboration with Monotype Type Director Akira Kobayashi. It is a sans-serif geometric typeface, inspired by classics of
the style such as Futura and Erbar.
It is considered to be geometric, but Frutiger wanted Avenir
to have a more organic feel to be more humanized.
Avenir® Next ABCDEFGHIJKLMNOPQRSTUV A B C D E F G H I J K L M N O P Q R S T U V WXYZabcdefghijklmnopqrstu
W XY Zabcdefghi jklmnopqrstu
vwxyz1234567890!@#$%^&*()
vwxyz1234567890!@#$%^&*()
HEADLINE Bold
CO N D E N S E D, Re g u l a r & D e m i B o l d
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SUBHEADS
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» GEOMETRIC SANS
As we have a circle logo, geometric sans
is what we are looking for. Avenir Next is
stylistic, modern and clean with a touch
of humanized characteristic, and it is versatile for both printed and display.
ABCDEFGHIJKLMNOPQRSTUV A B C D E F G H I J K L M N O P Q R S T U V WXYZabcdefghijklmnopqrstu
WXYZabcdefghijklmnopqrstu
vwxyz1234567890!@#$%^&*()
vwxyz1234567890!@#$%^&*()
BODY Regular
HILIGHTS CONDENSED Regular&DemiBold ITALIC
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4/ THE NEW SCOPE ENVISION BRAND CHART EXTENSIONS
4/ THE NEW SCOPE
ENVISION Q DESIGN
MEDIA + COMMUNICATIONS
MATERIAL LAB [1,7]
M1
Q CHANNEL [5]
D2
VEHICLE Q [1,7]
M2
Q ADVENTURE MAGAZINE [5]
D3
QUIKSILVER OUTWEAR [1,7]
M3
QUIKSILVER GUIDES [2]
D4
Q-WATCH [1,7]
D1
SPACE + BUSINESS
TRAINING
S1
Q STORE [1,2]
T1
Q CAMPUS [5]
S2
Q PLUS [2,3]
T2
Q OUTDOOR TRAINING [5]
S3
ADVENTURE AGENCY [2]
T3
CATALYST CENTER [5]
S4
Q CLINIC [2]
S5
Q RESORT [2,4]
S6
TRAVEL INSURANCE [2]
S7
Q EXPRESS [2,3]
S8
Q TRANSFER [1,2]
S9
Q WIRELESS [1,2,7]
TYPES [1] Product [2] Service [3] Environment [4] Experience [5] Educational Opportunity [6] Event [7] Co-Branding Opportunity
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V I S U A L S TA N D A R D S G U I D E
COMMUNITY C1
BOARDRIDERS’ CLUB [2,3]
C2
Q FAIR [2,3]
C3
Q NETWORK [2]
C4
Q MEET-UPS [2,3,4]
C5
Q TOURNAMENT [3,4]
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BRAND CHART
MENTAL
S4
C3 T3
C6
M1
S6
S9 M3
S3
M2
C2
D4
S5
C5
S7 D1
T2
D2 C4
S2 C1
D3
PHYSICAL
FREEDOM
CHALLENGES
S1 T1
4/ THE NEW SCOPE
» EXTENSIONS
[Q DESIGN]
[MEDIA + COMMUNICATIONS]
Q MATERIAL LAB
Q CHANNEL
Research lab that dedicates to improving the tech-
A video channel distributes a wide array of videos
is to produce a lighter and warmer shell to accom-
adventures, etc. Users can also find and become
VEHICLE Q
Q ADVENTURE MAGAZINE
niques on making Quiksilver ’s outerwear. The goal pany your adventures.
Smart vehicle that is created to your outdoor travel
needs. It also connects to Quiksilver ’s media to
give the access to the travel information while you
related to action sports, outdoor life, outdoor
inspired by sports instructional videos and reports.
Loaded with useful and aspiring information about
the world of outdoor adventures with amazing
photos. Make your own “bucket list ” and have the
are on the road.
adventure of your lifetime.
QUIKSILVER OUTERWEAR
QUIKSILVER GUIDES
Performance gear is made out of best materials
Adventurous guide that highlights the most extraor-
with new technologies to make your adventure
dinary locations in the world. It ’s going to take your
the ultimate adventure.
of going outdoors.
enjoyable. With our products, you will survive on
Q-WATCH
Smart watch that makes information handy. You will
have this small gadget will include features such as
navigation, temperature, time, and weather functions to help guide your explorations.
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adventures to the next level and reignite your love
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[COMMUNITY OPERATIONS]
[TRAINING]
BOARDRIDERS’ CLUB
Q CAMPUS
A club serves as a gathering space for people to
share experiences, discuss action sport techniques,
An adventures center offers opportunities to do
and learn various outdoor activities and skills. The
and discover related events that interest them. The
courses take place both indoors and outdoors by
Q FAIR
Q OUTDOOR TRAINING
Outdoor fair attracts a diverse audience by cele-
Outdoor tanning program that offers skills courses
and equipment, and offering discounts. It is a great
vival. During this class you will learn about building
Q NETWORK
CATALYST CENTER
Network of travel professionals and insiders who
A program that transforms people’s lives and
avid adventurers.
risks, overcome fears, and conquer challenges.
club meet frequently throughout the year.
our professional staff.
brating outdoor interests, showcasing outdoor gear related to outdoor activities and wilderness sur-
opportunity to further inspire the outdoor lifestyle.
share one objective: to serve the unique needs of
Q MEET-UPS
Meet ups allow participators share their love
together and meet local adventurers while they are traveling. On the other hand, they can also guide
visitors to the local hidden destinations.
Q TOURNAMENT
Action sports competition gathers boardriders from
different skill levels to show their talents to the
community. It serves as a positive public event for riders to improve their techniques.
fires, outdoor cooking, staying safe.
strengthens their minds by allowing them to take
4/ THE NEW SCOPE
[SPACE + BUSINESS]
Q STORE
Q CLINIC
Gather outdoor goods and services in one store
Specialized travel healthcare center for medicine
to inspire people’s interests to try new outdoor
services, consultations, vaccinations, nutrition pro-
are readily available.
and adventure.
Q PLUS
Q RESORT
A gym that offers specific fitness programs for
A resort where people can do outdoor sports and
activities. Outdoor equipment rentals and services
people who are doing outdoor sports and want to
vides you with extra protection on your next trip
meet like-minded people. It is also a place for family
increase their performance through indoor training. and friends to spend quality time away from city life.
ADVENTURE AGENCY
This agency exclusively leads travelers to remote destinations worldwide. Professional guides are provided throughout the adventurous trip.
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Q INSURANCE
Insurance programs are specified for people who
go on adventures and do action sports. It takes care of all medical needs that may arise.
Q EXPRESS
Travel transportation service conveniently and
comfortably takes people to their adventure outdoors. It allows people to avoid exhausting long distance commutes.
Q TRANSFER
Transport hub transfer offers opportunity to choose a car class that accommodates to your adventure
equipment like surfing boards.
Q WIRELESS
Wireless services provider that allows you to have
remote wireless access You are able to connect to the world while you are on your adventures.
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“Keep close to nature’s heart... And break clear away, once in awhile, and climb a mountain or spend a week in the woods. Wash your spirit clean.”—John Muir
RESOURCES quiksilver.com morganlmurrayims224researchtopic.wordpress.com mountainshepherd.com
DESIGN ALLISON CHEN COURSE NATURE OF IDENTITY INSTRUCTOR HUNTER WIMMER SCHOOL OF GRAPHIC DESIGN, FALL 2017 ACADEMY OF ART UNIVERSITY
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