08// logo de v elopmen t 10// final m a rk 1 2 // colo r pa let te
M O N G O B O A R D W A X // brand iden tity an d process
03// our mission 04// research 06// naming process
14// typography 16//patterns and photography 18// usage
OUR MISSION
our mission at Mongo Boardwax is to create a multi–season, organic boardwax for surfing and snowboarding. we want to make a wax for our eco–concious customers that board year round. Mongo wants to not only improve the way you ride, but also inspire an adventurous life. by embracing the beauty of the earth around us and living in the moment, Mongo was created. the feeling of being one with the ocean or high up above the rest of the world is an experience that should be felt and embraced by everyone. at Mongo, we want to inspire that feeling. from the mountain peaks to the depths of the ocean, Mongo Boardwax will provide a quality boarding experience while protecting the earth we live (and ride) on. so go ahead and wax up, see you out there.
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researc h // mo odboard
RESEARCH
we began the process of creating mongo by embracing the culture of surfing and snowboarding. we researched the likes and dislikes of our target audience, early teens to middle age adult boarders. the moodboard on the left is a look into our customer profile and helped inspire the colors, looks, and feel of our wax company. we also named our competitors. major brands such as Quicksilver, Billabong, Burton, and many others are big corporations. we want to target local surf/skate shops to reach our ideal clientele. some other wax competitiors are Mr. Zogs, Tree Hugger, and Bamboo; just to name a few.
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NAMING PROCESS
shark ramp gnarly shark gnarfish salty eel gnarfin flip fin street fin gnarly palm big fin turtle tide green fin misty ripple green sun natural grind misty eel gnarly gill blowfin beach penguin sap wax
gnarly tide stay salty natural shred varial sun varial tide green palm against the grain gnarwahl coast grind mongo pearlwax street to sea mongo mermaid gnarly neptune anchor grind tunalic CQumber woodgill ollie tide sustain salty
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na m ing pro c ess // mean in g
MONGO means to use your front foot to push in skateboarding. this term is also used in surfing and snowboarding by the way you stand. rather than using the term ‘goofy’, when you stand with your right foot forward on the board, you’re riding mongo.
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logo de v elopmen t
BEGINNING SKETCHES
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LO G O D E V E LO P M E N T FINAL FIVE VARIATIONS
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FINAL MARK
this logo was designed to appeal to the surfing and snowboarding community by uniting them both with the word mongo. the handlettering and texture was created to give a laid back, carefree feel to the logo in order to represent the aesthetic of our company.
TRANSPARENT this logo will be used as a layer over the photography for promotional items.
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FULL COLOR
final mark
this logo will be used primarily in print advertisement and collateral.
SINGLE COLOR this logo will be used when it is stamped on branding collateral to add texture.
BLACK ONLY this logo will only be used rarely, but for black and white printing purposes.
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C O LO R PA L E T T E
AQUAMARINE c=45 m=0 y=24 k=0 r=137 g=209 b=202
NAVY c=90 m=73 y=54 k=63 r=15 g=35 b=49
BRIGHT RED c=0 m=100 y=84 k=0 r=237 g=27 b=54
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c olo r palet te // in use
the aquamarine color will be used as the body copy color in the letterhead. it will also be used as the business card paper, pocket folder, and stamp ink color. aquamarine is the main color of Mongo.
the navy will be used as the sub heading color in the letterhead and the body copy color of the business card. navy will be used as opposed to black in most of the collateral.
the bright red color will be used sparingly. it is an accent color in the full color logo. bright red will also be used in the packaging and collateral, when a surprise of neon is necessary.
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TYPOGRAPHY
DIN PRO BLACK // HEADINGS
typo gra phy // headin gs
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
DIN PRO CONDENSED MEDIUM // SUB HEADINGS ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
DIN PRO CONDENSED MEDIUM ITALIC // SUB HEADINGS ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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DIN PRO MEDIUM // BODY COPY
typo gra phy // bod y
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ARCHER PRO BOOK // BODY COPY ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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patterns and photography
PAT T E R N S A N D P H O T O G R A P H Y
the pattern on the left is made from the secondary Mongo logo and in the aquamarine color. this pattern is to be used on the back of the letterhead and as an accent on the pocket folder
the photography is a collaboration with surfer, Torr Cohen, and should be used in either the aquamarine duotone or navy duotone on collateral products. It is featured on the envelope and pocketfolder and can be used in promotional pieces
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USAGE W A X L A B E L S 2. 5" X 1" X 2.5"
MONGO SURF WAX // WARM 150 grams primer coat
mongo boardwax uses pure organic products to keep the ocean we love, clean and safe for us all.
P RO M OT I O N A L ST I C K E R 2" X 3"
MONGO BOARDWAX // SINCE 2016
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P O C K E T FO L D E R 9" X 12"
MONGO BOARDWAX SINCE 2016. SEE YOU OUT THERE
u sage
WWW.MONGOWA X. CO M @MONGOBOAR DWA X
the custom rubber stamp should be used in an aquamarine ink. the stamp is 1.5� x 1.5� and should be placed lined up directly as follows:
usa ge // custom st amp
B U S I N E S S C A R D 2" X 2"
this side will be printed on an aquamarine cardstock
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L E T T E R H E A D 8.5" X 11" 1221 oc ea n aven ue | s a nt a m o ni c a , c a 8 5 5 .364.9 2 5 7 | mongo w a x . c o m
our mission at Mongo Boardwax is to create a multi–season, organic boardwax for surfing and snowboarding. we want to make a wax for our eco–concious customers that board year round. Mongo wants to not only improve the way you ride, but also inspire an adventurous life. by embracing the beauty of the earth around us and living in the moment, Mongo was created. the feeling of being one with the ocean or high up above the rest of the world is an experience that should be felt and embraced by everyone.
at Mongo, we want to inspire that feeling. from the mountain peaks to the depths of the ocean, Mongo Boardwax will provide a quality boarding experience while protecting the earth we live (and ride) on. so go ahead and wax up, see you out there.
Sincerely,
Aubrey Kohl, Founder
M O N G O B O A R D W A X S I N C E 2016. S E E Y O U O U T T H E R E
1 2 2 1 o c e a n avenue | santa monica, ca 8 5 5 .3 6 4 .9 2 5 7 | mongo w ax.com
our mission at Mongo Boardwax is to create a multi–season, organic boar
snowboarding. we want to make a wax for our eco–concious customers th
Mongo wants to not only improve the way you ride, but also inspire an ad
embracing the beauty of the earth around us and living in the moment, M 21
feeling of being one with the ocean or high up above the rest of the world should be felt and embraced by everyone.
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1221 ocean avenue | santa monica, ca
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1221 ocean avenue | santa monica, ca
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u sage // w eb
for more information about Mongo Boardwax please visit: www.mongo.com @mongoboardwax