Airwalk Vol.3 THE Visual standards Guide
Airwalk Vol.3 THE Visual standards Guide
Table of Contents
CHAPTER 1 iDENTITY history The History of Airwalk New Brand / New Statement
CHAPTER 2 identity system Main Logo Mark Anatomy of Logo Background Uses Alternate Versions Size Chat Incorrect Uses
CHAPTER 3 VISUAL SYSTEM Brand Colors Graphic Pattern Typography System
CHAPTER 4 brand extension Brand Lists Brand Charts
Vol.3 The Visual standards Guide
chapter 1 identity history The History of Airwalk New Brand / New Statement
The history of airwalk
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Our vision is to create an action sports and support this culture.
Airwalk was founded in 1986, the brainchild of George Yohn and Bill Mann. Yohn, no stranger to the footwear business, and Mann, an art student with a background in athletic gear, wanted to create longer-lasting and better functioning shoes for skateboarders. Neither Mann nor Yohn were skateboarders; rather, the inspiration for the look, construction, and overall aesthetic of Airwalk would come out of observation. Mann would scout skate parks, watching the ways skater did their tricks and how they damaged their shoes. Options for skaters were slim in those days and Yohn and Mann knew there was a market to tap into. By the mid-90s, Airwalk was making hundreds of millions of dollars, the fifth largest in the athletic shoe industry at the time. They led the street skateboard culture and presented them with a complete brand. Their philosophy and vision, as an inspiration, have influenced many skateboarders and street culture.
Chapter 1 Identity History
Beyond the passion— airwalk Supoorts challenging places, sites and provide the new inspiration.
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new brand / New statement
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Airwalk has produced shoes for only skateboarders in the past. Their passion was to support those who take risks and respect their street culture. However, Airwalk had to go beyond the skateboard market in order to grow its brand and had to move to a new, larger business area. As a result, Airwalk has decided to rebrand and to be reborn as a brand through their unlimited potential and scalability. Now, Airwalk will go beyond the making of skateboard shoe to a wider world of adventure. Through observation of challenge scenes or sites, Airwalk will create a new inspiration for the people who enjoy and take the risks. Passionate adventures and challenges in a beautiful environment with extraordinary people will bring new perspectives and inspirations to our lifestyle. Through a new identity concept “Beyond the passion�, Airwalk will provide a variety of services such as extreme travel products with the safety system, extreme gears, shooting, and media for the people who challenge their limit in extreme sites. Airwalk’s brand will evolve into a more extended concept and into a more systematic brand with a new identity system.
Vol.3 The Visual standards Guide
chapter 2 identity system Main Logo Mark Anatomy of Logo Background Uses Alternate Versions Size Chat Incorrect Uses
Chapter 2 identity system
Main Logo Mark
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The final logo of the Airwalk brand produced using the alphabet A and W, and three keywords. The instability of the shape that was a problem in the existing process was modified to a more stable rectangle shape by adding two small triangle on both sides. This graphical element visually represent A and W and show the possibility that they can evolve as a module and graphic elements. To emphasize a challenging and progressive impression, this logo type uses a dart blue, bright orange, and light blue colors, and these colors also directly represent adventure and challenging environment.
main LOGO Mark
> Airwalk Main Logo
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Chapter 2 identity system
Anatomy of Logo
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The Airwalk logo, built with a perfect X value, has the advantage that it can be applied more precisely in any situation. It is also extensively and more stable when used as graphical elements such as patterns. In addition, when expanded to various versions of the logo, this logo can act as a single module, making it highly variable.
ANATOMY OF LOGO
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> X is width of one unit space
X
3X
3X
5X
X
Chapter 2 identity system
Background Uses
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Using a logo in black and white and suggesting a way to use color will help to use ore systematic logos. When a logo used in black and white, it processes so that a three-dimensional logo can be expressed even in the situation of black and white color by giving an opacity to an existing color portion. Also, when using one or two colors, I did not use opacity to use the existing brand colors but to show a more two-dimensional clear form of the logo.
> Logo in Black Main K=0 Second K=10 Third K=20
> Logo in Black Main K=100 Second K=80 Third K=60
> Logo in Color
> Logo in Color
Chapter 2 identity system
Alternate Versions
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When the designers deal with the logo, they need a consistent look and feel to show more sophisticated branding. It is very important to show how the logo is used in different situations and to specify them. Airwalk logo can use only symbol and wordmark, or they can be combined vertically or horizontally.
Alternate versions
> Symbol Only
> Wordmark Only
> Vertical Lockup
> Horizontal Lockup
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Chapter 2 identity system
Size Chat
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Designing a variety of logo sizes and shape changes as the size changes for a more accurate logo usage in man prints and digital environments helps build a more sophisticated identity system. Airwalk’s logo system does not distinguish between print and media use, but its usage varies by size. Typically, less than 1 inch, less than 5 inches, and less than 50 inches is used. It also specifies the minimum size for the actually smallest logo. They are a complete logo and can be used at a minimum of 1.5 inches. If need uses less than this size, must follow the rules of this size chat.
Size chat
> Width
10-50 (Inches / Height)
5-10 (Inches / Height)
2-5 (Inches / Height)
0-2 (Inches / Height)
Symbol +Wordmark
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Symbol Only
Wordmark Only
Chapter 2 identity system
Incorrect Uses
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A variety of rules are needed to effectively and consistently manage a single branding. It is a very important rule to show and illustrate the use of wrong logos. Sometimes it is necessary to change the logo depending on the situation, but this rule prevents this misuse. There are many examples but here are six of the most representative examples.
incorrect uses
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> Logo Don’t
> Drop Shadow
> Outline
> Missing Elements
> Squashed
> Incorrect Color Use
> Invalid Color Location
Vol.3 The Visual standards Guide
chapter 3 visual system Brand Colors Graphic Pattern Typography System
Chapter 3 VISUAL system
Brand Colors
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Airwalk brand has three main colors except for black color. Each of these means adventure, challenge, and inspiration. For more consistent brand communication, these colors should be used for each situation. It also offers second color palettes for more flexible brand operations. The color palette is represented by PMS, CMYK, RGB, and Hex codes for various environments such as print and media.
brand colors
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Main Color Palette
Black
Dark Navy
Bright Orange
Violet
K=100
PMS 2768C
PMS 021C
PMS 2617C
CMYK 100/90/35/45
CMYK 0/80/100/0
CMYK 90/100/0/0
RGB 15/35/75
RGB 240/90/30
RGB 70/45/145
HEX 0F1F49
HEX F05921
HEX 462E91
Light Grey
Light Blue
Light Orange
Light Violet
K=30
PMS 2736C
PMS 1498C
PMS 2655C
CMYK 70/20/0/0
CMYK 0/50/100/0
CMYK 45/55/0/0
RGB 50/160/250
RGB 250/140/30
RGB 145/120/180
HEX 32A2DB
HEX F68E1D
HEX 9178B6
Secondary Color Palette
Chapter 3 VISUAL system
Graphic Pattern
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Description here For successful brand extension, the identity system must be more flexible and interactive. Airlwak graphic pattern shows many possibilities while showing the brand’s tone and manners and look and feel in each different environment as deliverable. These patterns can be applied to print designs such as business cards, brochures and various products. It is also possible to disassemble and compile it to create a more challenging appearance.
graphic pattern
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Chapter 3 VISUAL system
Typography
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In order to better express the keywords of brand, Airwalk uses the Industry Inc., and Work Sans that have a more challenging and strong form as brand typography. Industry Inc. is a title-only font, which can be used as a point, a large title, or a small title in various parts. Work Sans, on the other hand, is a sans serif typeface with nine different weights and can be used for body text or small titles. The hierarchical structure of Industry typography, which is a title typeface, is used by utilizing color or space. In the case of Work Sans, it is possible to make a hierarchical structure more freely by weights, size, colors, and the like.
typography SYSTEM
> Industry Inc Base
> Word Sans Semi-Bold Medium Regular
EXPLORE OUR FUTURE 12345678910 !@#$%^&*()_+=<>?/:;’ Explore our future 12345678910 !@#$%^&*()_+=<>?/:;’ Explore our future 12345678910 Explore our future
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Vol.3 The Visual standards Guide
chapter 4 brand extension Brand Lists Brand Charts
Chapter 4 BRAND EXTENSION
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The Space A
The Airwalk Institute
E01 I Diver’s Pool I Environment Diver-only Swimming Pool allows people to experience diving while also serving as a space for practice for pro-divers.
EC05 I Certification Center I Education Certification and Training Center is institutions that issues and train extreme sports qualifications in collaboration with national or private organizations.
E02 I Climber’s Ground I Environment Climber’s Ground introduce and provide people with extreme sports as a more routine exercise. E03 I Extremer’s Space I Environment Extremer’s Space is a store that sells a variety of equipment needed for extreme sports, and seems highly specialized equipment and offers customized services. E04 I Rider’s Hill I Environment Rider’s Hill is exclusive indoor skiing and snowboarding area for skiers and snowboarder. It is an extreme park designed for a special experience, and riders can experience with a safer and closer.
EC06 I Safety Agent Training Center I Education Safety Training Center is an organization that educates the best people to rescue or protect people in the extreme environment. EC07 I Medical Center I Experience Medical Center provides a system for professionally treating people injured in variours extreme environments. They also help them find a healthy life again through rehabilitation programs. EC08 I Transportation Center I Education Transportation Center conducts all training for special transportation such as flight, driving, rules, equipment repair needed for the extreme. Also, this training system emits better people and places them on the scene. EC09 I Extreme Park Design Center I Education Extreme Park Design Center conducts the professional design education necessary for the construction of various extreme parks such as mountain bike stadiums and snow parts.
Brand lists
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The Airwalk Vacation
The Airwalk Media
P10 I Sky-Walk I Product Sky-Walk offers skydiving and paragliding travel products in the US centered on California.
ME14 I Channel X I Experience Channel Ex is the professional extreme media channel the proceeds a variety of extreme events and information via the internet environment.
P11 I Backcountry-Walk I Product Backcountry-Walk offers a range of excursions such as canoeing, mountain biking, rock climbing, and skiing and snowboarding in the wild backcountry. P12 I Ocean-Walk I Product Ocean-Walk offers many extreme sports travel products such as scuba diving, sea kayaking, and deep-sea diving.
The Airwalk Solution RE13 I Store X I Retail Store Ex is the place to sell, repair, and rent extreme specialty equipment, and each part is run by expert technicians. Also, they provide customization to the people for a safer experience.
ME15 I Production X I Experience Production A is a professional broadcast production that shoots or broadcasts various extreme scenes. They build systems that can shoot and broadcast in extreme environments and provide all the products that need for broadcast. ME16 I Film X I Experience Film Ex is a movie company that produces extreme sports films and offers them as a documentary film with only on the theme, and offers to screen through various streaming and offline films. ME17 I Athletes X I Experience Airwalk officially provides sponsorship to the excellent extempore sportsmen, helping them become the higher-level athlete. Their experience offers many benefits that allow them to train and grow in a better environment.
Extreme Competition EV18 I Extreme Tournament I Event Extreme Tournament provides extreme sport environments while also provides competition for pro-athletes, thereby ensuring brand positioning.
Chapter 4 BRAND EXTENSION
The Space A
E01 E02 E03 E04
I I I I
Diver’s Pool Climber’s Ground Extremer’s Space Rider’s Hill
The Airwalk Institute
EC05 EC06 EC07 EC08 EC09
I I I I I
Certification / Training Center Safety Agent Training Center Medical Center Transportation Center Extreme Park Design Center
The Airwalk Vacation
P10 P11 P12
I Sky-Walk I Backcountry-Walk I Ocean-Walk
The Airwalk Solution
RE13
I Store X
The Aiwalk Media
ME14 ME15 ME16 ME17
I I I I
Extreme Competition
EV18
I Extreme Tournament
Channel X Production X Film X Athletes X
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Brand charts
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EV18 E02 E01 EC08
Passion ME17
EC07
E04
P10 ME14
EC05
Motivation
P11 ME15
Inspiration
EC09 E03
ME16 RE13
EC06 P12
Chapter 4 BRAND extension
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E01
Airwalk diver’s pool Into a deeper sea Airwalk Diver’s Poll is the only place for underwater divers, offering everything from indoor training to real ocean experience. The highly trained Airwalk instructors will guide you safely into the deeper waters. Also, Driver’s Pool trains the most intense extreme sports such as deep-sea diving, allowing you to go beyond scuba debit and experience the ocean you have never imagined.
Chapter 4 BRAND extension
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E02
Airwalk climberâ&#x20AC;&#x2122;s ground Into a rare atmosphere Climberâ&#x20AC;&#x2122;s Ground is only for climbers and offers many programs such as training and rehabilitation, practice on actual rock climbing. From basic to advanced training, you can experience various levels of rock. Only though the way you can go, and go up where no one has ever experienced. You will have a sense of accomplishment you have never experienced before. It also make you stronger by extreme sports as a routine exercises.
BRAND LISTS / Environment
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Chapter 4 BRAND extension
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EC05
cERTIFICATION, TRAINING CENTER more adventure more challenge Airwalkâ&#x20AC;&#x2122;s Certification and Training Center is a leading extreme sports education, a professional training center that is ahead of the popularization of extreme sports as the whole, from licensed course to childrenâ&#x20AC;&#x2122;s education. It has the largest indoor park of mountain bike, ski and snowboard, climbing, and skydiving in the world, and provide the same environment to help everyone reach extreme sports easily. In addition, this indoor training center offers adventures and challenges that are close in our lives. Certification and Training Center also train and empower extreme sports professionals by running expert courses. They will be deployed in the actual field after completion and provide a safer adventure and environment for challengers.
Chapter 4 BRAND extension
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P10
sKYwalk YOUR next highest place
Sky-walk offers a variety of extreme sporting travel, including skydiving and paragliding, to enjoy thrills in the sky, mainly in California, Nevada, Oregon, and Canada. Highly trained instructors help you enjoy adventure more safely. Learn how to look at the world differently from the highest place you can experience. This will bring you a broader perspective and a different inspiration.
Chapter 4 BRAND extension
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P11
backcountry walk YOUR next tough place Backcountry-Walk offers a range of excursions such as canoeing, kayaking, mountain biking, rock climbing in the wild backcountry. Fee and experience the thrill of excitement and challenge in a new, wilderness environment you have never experience before, which will bring a new and powerful inspiration and perspective. Backcountry-Walk also helps you to enjoy your adventures more safely by placing the best trained instructors and safety personnel on the site. We present our experience to you.
Chapter 4 BRAND extension
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P12
OCEAN walk YOUR next rough place
Ocean Walk introduces various extreme water sports from the sea, and sells travel products for the new experience. Mostly Ocean Walk invites extreme people to the Pacific Ocean with beautiful sea and rough waves. You can enjoy water sports such as Windsurfing, Kite Surfing, Paddle Board, Sea Kayaking, and Snorkeling in the sea, as well as a variety of funs you have not experience before. Ocean Walk also places top-level safety personnel on-site so you can enjoy your adventure happily. Experience the beautiful waves around the world. This will bring you more different inspiration.
Chapter 4 BRAND extension
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ME14
aIRWALK chANNEL X Delivering extreme excitement
Airwalk Channel X is an extreme sports professional media channel that introduces extreme sports to the masses, as well as media service that streaming various content videos, technical videos, and live event. In addition, user can purchase and store, and watch also this production and film managed by Airwalk Media. Channel X is building on the expertise and system that are specialized in extreme sports to covey the vividness of the scene to the audience, beyond common imaging techniques.
Chapter 4 BRAND extension
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ME16
aIRWALK film X Delivering authentic extremes
Airwalk Film X is a professional extreme sports film agency, filming extreme sports athletes from all over the world. These documentary films air through the internet streaming of Airwalk Media, and showing the wider world, and their challenge, enthusiasms to the viewer. In addition, Airwalk Film X is more than just a real picture of the scene, it shows the greatness of nature to the viewers and gives them a new perspective and inspiration. Highly trained photographers and cameraman deliver the true nature of the wilderness to the viewers.
Chapter 4 BRAND extension
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EV18
EXTREME TOURNAMENT BEYOND THE CHALLENGE Airwalk Extreme Tournaments are a compressive extreme sports brand that will continue to offer extreme sporting environment while also hosting competitions for professional athletes. In addition, to providing opportunities for the player, the competition also respects their enthusiasm and challenge and helps them achieve even more success. This tournament, held every summer and winter, is held thought out the year in a variety of area including swimming, diving, surfing, skiing, snowboarding, and mountain biking.
APPENDIX / SOURCE
Web Reference
www.airwalk.com www.rippedlaces.com www.wikipedia.org www.thrasher-magazine.com www.evo-vacation.com www.burton.com www.redbull.com www.hurley.com
Book Reference
Airwalk Skateboard Magazine Evo-Magazine Apple Inc. Visual System Guide UPS Brand Design Guide Burton Brand Identity Design Guide
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