GR604 Student Project (BILLABONG THE VISUAL STANDARDS GUIDE) / Prototype

VISUAL STANDARDS GUIDE

VISUAL STANDARDS GUIDE

TABLE OF CONTENTS

BRAND INTRODUCTION

–Brand History –Brand Timeline –New Identity Introduction –Brand Mission -Brand Soul -Keywords

Brand History

Billabong International Limited was founded in 1973 by Gordon and Rena Merchant. The location is Gold Coast, Queensland, Australia. “Billabong” means “a brook that only flows during the rainy season” and is derived from the Wiradjuri word bilabaŋ.

At first Billabong focused on surfing. It produces skateboards and snowboards, as well as outdoor sports clothing, watches, backpacks and other accessories. Later the business expanded to cover more areas of outdoor sports.

Billabong was first listed on the Australian Stock Exchange in August 2000. The first decade of the 21st century was a period of expansion of the Billabong brand, with the acquisition of many brands. Until 2011, Billabong began to decline in net profit until it lost money. In 2018, Billabong International Limited was acquired by Boardriders, Inc.

Brand Timeline

Billabong was established by Gordon and Rena Merchant.

Billabong acquired the Element and Von Zipper.

Billabong acquired the retailer Surfection which is headquartered in Sydney.

1973 2011 2002 2000 2009

Billabong was listed on the Australian Stock Exchange (ASX).

The company acquired swell.com and surfstitch. com online businesses.

Billabong and TCP decided to establish a joint venture to help the Nixon brand globally faster.

Billabong was named both Men’s and Women’s Brand at the Australian Surf Industry Awards.

2012 2014 2016 2015

Billabong sold 51% of SurfStitch and full ownership of Swell.com.

Billabong's long-term partnership with SurfAid has been renewed.

Billabong has undergone a rebranding and opened up many new areas.

2018 Today

Billabong: was bought by Quicksilver.

New Identity Introduction

Billabong hopes to help people find more possibilities in nature. We used to only provide a wide range of products for outdoor sports, but now we are expanding our mission, We help adventurous travelers enjoy exploring nature and inspire them to protect it. The new Billabong will integrate products and services. We hope to provide comprehensive fashionable products and excellent service for outdoor sports enthusiasts who are eager for passion, safety, and joy. At the same time, Billabong will vigorously support the environmental protection industry and protect nature.

Keywords

EXPLORE

EXPERIENCE

We encourage our customers to explore nature and our brands are constantly exploring.

Focus on the experience, the experience of nature, adventure, new things, and strange things.

PROTECT

Protecting the natural environment is one of our missions.

LOGO DEVELOPMENT

DESCRIPTION

This section contains the analysis of the logo and the standard of use of the logo.

Logo Anatomy

About The Logo

The logo is linked to the brand mission. The wavy lines at the bottom represent natural features such as ocean waves and rolling hills. The letter B above is the initials of the brand BILLABONG. A curved opening in the upper left corner of the letter B represents exploration, passion and joy. Because the brand originated from the story of surfing by the sea and the brand is closely related to nature, I chose blue and orange as the color scheme. It means the sun rising from the sea.

Ab out The Logotype

The signature mark, symbol mark, and word-mark are shown above.

The next page shows the different versions of the logo, and the size range of each version of the logo will be introduced later.

Clear Space

The space around the Billabong logo needs to be kept free at all times. This ensures that the logo is clear and readable.

Alternate Versions Of The Logo

Three separate marks

Each mark has different uses. Please use them with out change and alternation.

Minimum Size Of The Logo

Minimum Size

The size and minimum size used for each version of the logo are specified here. This ensures the readability and recognizability of the logo.

20mm

10mm

LOGO VERSION: VERSION A VERSION B VERSION C Below 5mm, do not print // minimum logo size 5mm

15mm Book-3 / Billabong / Visual Standards Guide 21

Logo Don’ts

The use of logos is regulated here.

1. Don’t change colors.

2. Do not deform.

3. Do not change the orientation of the logo.

4. Do not change the position of the various parts of the logo.

5. Do not change the scale of any part of the logo. Make sure that the proportions between the parts of the logo remain the same.

6. Do not change the orientation of any part of the logo.

7. Don’t use a color that doesn’t contrast well with the logo’s color as a background. Always ensure the contrast between the logo and the background.

8. Don’t add shadows.

9. Don’t change the font.

VISUAL SYSTEM

DESCRIPTION

This section will contain the font system and color system.

Type Specs

The font system of the brand is shown here. The font size and leading of each hierarchy are specified.

HEADLINE Subhead A

Degular, Bold, 30 / 34

Subhead B

Quotes

Plantin MT Pro, Bold, 20 / 26

subtitle Body Text

Degular, Semibold, 26 / 30 26

Plantin MT Pro, Bold, 12 / 16

Trebuchet MS, Regular, 10 / 14

Captions / Footnotes

Trebuchet MS, Regular, 7 / 11

Brand Colors

The colors of the brand are specified here.

CMYK 65, 5, 30, 0

RGB 102, 183, 185

PANTONE P 124-13 C

CMYK 10, 45, 75, 0

RGB 229, 160, 73

PANTONE P 24-14 C

CMYK 0, 0, 0, 0

RGB 0, 0, 0

PANTONE P 179-1 C

CMYK 100, 90, 90, 80

RGB 0, 0, 0

PANTONE P Process Black C

CMYK 20, 15, 65, 0

RGB 219, 204, 102

PANTONE P 5-11 C

CMYK 0, 15, 15, 0

RGB 255, 183, 185

PANTONE P 37-1 C

CMYK 70, 25, 100, 0

RGB 51, 153, 51

PANTONE P 152-15 C

CMYK 45, 0, 30, 0

RGB 153, 208, 204

PANTONE P 133-4 C

BRAND EXTENSIONS

-Brand Extensions Chart

-Brand Extensions List

DESCRIPTION

This part contains the vision and planning for the future of the Billabong brand.

Brand Extensions Chart

This section charts the deployment of the new Billabong brand.

BILLABONG ADVENTURE LINE

BILLABONG ADVENTURE GUIDELINES PRO-01 PRO-02

BILLABONG RECORD PRO-04

BILLABONG OUTDOOR SPORTS COURSES SER-01

BILLABONG NATURE CLASSROOM

BILLABONG RENTAL

EDU-01 EDU-02 BILLABONG EXPLORE MAP APP SER-02

BILLABONG ADVENTURE TOGETHER PRO-03 BILLABONG LEADER-BOARDS SER-03

BILLABONG SUMMER CAMP EVE-02

BILLABONG TRIPS EVE-01

BILLABONG WILDLIFE PROTECTION EVE-03

EXP-01 ENV-01 ENV-02

BILLABONG FOREST

BILLABONG HOTEL

BILLABONG CAMPING PARTY EXP-02

BILLABONG NATURE ADVENTURE PARK

SWITCH+BILLABONG COB-01 COB-02

APPLE WATCH+BILLABONG

VENN DIAGRAM

COB-02

EXPERIENCE

PRO-02 PRO-03

PRO-04 EDU-02

SER-03 EVE-02

EXP-02 EVE-01

EXP-01

EXPLORE PROTEC T

SER-02 ENV-02 Book-3 / Billabong / Visual Standards Guide 33

PRO-01 EDU-01

EVE-03 ENV-01 COB-01

Brand Extensions List

This contains Billabong's vision for future development directions and programs.

PRO-01

Type: Products

BILLABONG ADVENTURE LINE

Specially prepared for adventure lovers.

DESCRIPTION

The Billabong adventure line products include outdoor clothing, outdoor shoes, outdoor supplies, etc. Give travelers the best experience of being close to nature.

MISSION-FOCUS

The Billabong adventure line of products reinforces our mission of inspiring adventure seekers to experience and protect nature, enjoy the passion of exploration by offering supplies and apparel specifically for outdoor adventures so that is not constrained by gear while exploring.

PRO-02

Type: Products

BILLABONG ADVENTURE GUIDELINES

The official summary of the best adventure guides.

DESCRIPTION

T he Billabong unites with adventurers and the general public to find the best places to explore in nature. And regularly publish a series of adventure guides. Contains reviews and recommendations for various outdoor sports and tourist destinations.

MISSION-FOCUS

The Billabong adventure guidelines reinforces our mission of inspiring adventure seekers to experience and protect nature, enjoy the passion of exploration by offering a reliable and comprehensive guide, letting people choose their destination more clearly and wisely.

SIMILAR

TO The North Face, Coleman

DIFFERENTIATING ELEMENTS

The Billabong Adventure Collection provides customers with a list of all possible products they may use when they explore nature. Customers can search for the products they need directly from the list or purchase the entire collection directly to travel safely without worry.

LINKS TO BILLABONG RENTAL

SIMILAR TO Go USA, Travel Guide

DIFFERENTIATING ELEMENTS

Every year, the annual ranking of the most notto-be-missed destinations in each category will be selected.

LINKS TO BILLABONG EXPLORE MAP APP

PRO-03

Type: Products

BILLABONG ADVENTURE TOGETHER

A TV show about exploring nature.

DESCRIPTION

Shoot a show about surviving in nature and what to do in various situations to protect yourself and protect nature. The program members are composed of stars and professional coaches. Leave the city, leave the society, and experience the unrestrained life of debauchery.

MISSION-FOCUS

The Billabong adventure together reinforces our mission of inspiring adventure seekers to experience and protect nature, enjoy the passion of exploration by presenting the unrestrained life in nature that the audience yearns for, while growing relevant experience and knowledge.

SIMILAR TO Discovery, National Geographic

DIFFERENTIATING ELEMENTS

More emphasis is placed on a free way of life in the natural environment that is not bound by society and arouses people’s awareness of protecting nature.

LINKS TO BILLABONG ADVENTURE LINE, BILLABONG NATURE CLASSROOM

PRO-04

Type: Products

BILLABONG

RECORD

Produce products that can record the enjoyment experience.

DESCRIPTION

The process of experiencing is joyful, and the recording process can turn the moment of enjoyment into eternity. So we provide equipment for recording the process, including action cameras, stabilizers, drones, etc. Focus on outdoor sports and landscape photography.

MISSION-FOCUS

The Billabong record reinforces our mission of inspiring adventure seekers to experience and protect nature, enjoy the passion of exploration by helping people enhance the depth of experience, changing the perspective of exploring nature, and adding the length of memory retention.

SIMILAR TO GoPro, DJI

DIFFERENTIATING

ELEMENTS

We focus more on the needs of adventurers and create related products specifically for adventurers.

LINKS TO BILLABONG ADVENTURE TOGETHER

EDU-01

Type: Educational Opportunities

EDU-02

Type: Educational Opportunities

BILLABONG NATURE CLASSROOM BILLABONG OUTDOOR SPORTS COURSES

Teach essential knowledge about exploring nature.

DESCRIPTION

Organize a series of free courses to lead students into nature to understand nature, and synchronize the courses to the network. The course content includes how to protect yourself when exploring nature, how to protect nature, how to deal with various dangers, and teaching of survival skills in the wild.

MISSION-FOCUS

The Billabong nature classroom reinforces our mission of inspiring adventure seekers to experience and protect nature, enjoy the passion of exploration by providing free courses for adventurers to experience and learn so that people can experience it firsthand and know how to protect nature properly.

SIMILAR TO REI classes, Pepperwood

DIFFERENTIATING ELEMENTS

The classes provided by Billabong are free and will be posted on the Billabong social accounts of major platforms for people to learn. The purpose is to expand everyone’s knowledge of nature conservation and self-preservation in nature.

LINKS TO BILLABONG FOREST, BILLABONG TOURS

Provide outdoor sports experience courses.

DESCRIPTION

Provide outdoor sports experience courses. Lessons include skiing, rock climbing, surfing and more.

MISSION-FOCUS

The Billabong outdoor sports courses reinforce our mission of inspiring adventure seekers to experience and protect nature, enjoy the passion of exploration by improving people’s outdoor sports skills.

SIMILAR TO Everyday California, The California Surf Academy

DIFFERENTIATING ELEMENTS

Contains a wider range of outdoor sports courses and has preferential policies for brand members.

LINKS TO BILLABONG ADVENTURE LINE, BILLABONG HOTEL, BILLABONG NATURE ADVENTURE PARK

EXP-01

Type: Experiences

BILLABONG FOREST

Forest protection plan.

DESCRIPTION

We love nature and hope to do our part to protect it. Billabong will start contributing to the tree planting campaign, planting a Billabong forest. Every time consumers spend at Billabong, they contribute to tree planting activities. At the same time, consumers can also donate to the Billabong Forest Project, and the donors will also receive the corresponding Billabong feedback.

MISSION-FOCUS

The Billabong forest reinforces our mission of inspiring adventure seekers to experience and protect nature, enjoy the passion of exploration by protecting the forest and contribute to the beauty of nature.

SIMILAR TO Arbor Day Foundation, Ripple Africa

DIFFERENTIATING ELEMENTS

We regularly organize tree-planting activities and visits to the Billabong Forest, allowing Billabong consumers to experience the joy of protecting nature.

LINKS TO BILLABONG TOURS, BILLABONG HOTEL

EXP-02

Type: Experiences

BILLABONG CAMPING PARTY

A camping party in nature to decompress and make friends.

DESCRIPTION

Organize a camping party with the theme of protecting nature and making friends. The party includes a music show, speeches, and interactive games sessions.

MISSION-FOCUS

The Billabong camping party reinforces our mission of inspiring adventure seekers to experience and protect nature, enjoy the passion of exploration by enjoying nature at the party, getting more knowledge about protecting nature, and meeting more like-minded friends to travel together in the future to enhance the travel experience.

SIMILAR TO House of Party, Tagvenue

DIFFERENTIATING ELEMENTS

It’s an organized camping party in nature. Contains more expeditions and is educational.

LINKS TO BILLABONG TOURS, BILLABONG ADVENTURE LINE

ENV-01

Type: Environments

BILLABONG HOTEL

H otels dedicated to adventurers.

D ESCRIPTION

Specially set up in places suitable for outdoor adventures and close to nature. Create special theme resort hotels, and provide sales and rental services for food and outdoor supplies. We offer adventure lovers the most memorable journey possible.

MISSION-FOCUS

The Billabong hotel reinforces our mission of inspiring adventure seekers to experience and protect nature, enjoy the passion of exploration by providing adventurers with accommodation close to nature, and complete supplies.

SIMILAR TO Kalon Surf Resort, Epic Pass Resorts

DIFFERENTIATING ELEMENTS

Even if you come empty-handed, you can go out to nature fully equipped.

LINKS TO BILLABONG ADVENTURE LINE

ENV-02 Type: Environments

BILLABONG NATURE ADVENTURE PARK

Outdoor Activities Park.

DESCRIPTION

Adventure playground for people of all ages. The park has multiple themes, and different themes are suitable for different age groups. The park is built in nature and includes rock climbing, zip-lining, hiking, tour, and other projects. Enable people to better experience nature in a safe environment.

MISSION-FOCUS

The Billabong nature adventure park reinforces our mission of inspiring adventure seekers to experience and protect nature, enjoy the passion of exploration by indulging in passionate outdoor sports in stunning nature.

SIMILAR TO Zipline Canopy Tours, The Adventure Park

DIFFERENTIATING ELEMENTS

With training courses, richer activities, a more beautiful environment, and a wider range of age support.

LINKS TO BILLABONG ADVENTURE LINE, BILLABONG NATURE CLASSROOM, BILLABONG OUTDOOR SPORTS COURSES

COB-01

Type: Co-Branding Opportunities

APPLE WATCH+BILLABONG

Outdoor sports data monitoring.

DESCRIPTION

Work with iPhone and Watch to monitor outdoor sports conditions and health, and provide health and outdoor sports recommendations.

MISSION-FOCUS

The Apple watch+Billabong reinforces our mission of inspiring adventure seekers to experience and protect nature, enjoy the passion of exploration by monitoring various data and physical health of outdoor sports so that can have better fitness results.

SIMILAR TO We Chat Steps, Keep DIFFERENTIATING

ELEMENTS

A variety of outdoor sports and different sports situations can be monitored. And can record the route, speed, trajectory and so on.

LINKS TO BILLABONG EXPLORE MAP APP

COB-02 Type: Co-Branding Opportunities

SWITCH+BILLABONG

Somatosensory game, experience the fun of exploring nature at home.

DESCRIPTION

Develop a series of motion sensing games to feel the joy of exploration and adventure in nature.

MISSION-FOCUS

The Switch+Billabong reinforces our mission of inspiring adventure seekers to experience and protect nature, enjoy the passion of exploration by experiencing the passion of exploring in nature at home when people cannot actually stepping into nature.

SIMILAR TO Sports Party, Ring Fit Adventure

DIFFERENTIATING ELEMENTS

Focus more on immersive experiences and some exciting action that is hard to do in real life. Enjoy the impact of nature while bringing passion and fun to users. And the achievements achieved in the game will eventually help the billabong forest project.

LINKS TO BILLABONG FOREST

SER-01

Type: Services

BILLABONG RENTAL

Offers sales and rentals services.

DESCRIPTION

Billabong offers sales and rentals in great locations for adventure and nature exploration. Include supplies, tools, clothing, etc. That people might use while exploring the site.

MISSION-FOCUS

The Billabong rental reinforces our mission of inspiring adventure seekers to experience and protect nature, enjoy the passion of exploration by offering rentals on-site, adventurers can start their activities quickly and hassle-free.

SIMILAR TO REI Rental, KIT LENDER

DIFFERENTIATING ELEMENTS

We offer rental and sale services directly at the attraction, which makes it easier for travelers to visit.

LINKS TO BILLABONG HOTEL

SER-02

Type: Services

BILLABONG EXPLORE MAP APP

A map app made for nature explorers.

DESCRIPTION

The Billabong explore map app provides adventurers with the best route to explore, along with recommendations for travel locations along the way and near the destination. Let users not miss any scenery worth stopping at the same time can save a lot of time for strategy. Users can add markers or reminders anywhere on the map, or write notes and guides for other explorers.

MISSION-FOCUS

The Billabong explore map app reinforces our mission of inspiring adventure seekers to experience and protect nature, enjoy the passion of exploration by providing adventurers with correct guidance and a platform for communication.

SIMILAR TO Google Maps, Apple Maps

DIFFERENTIATING ELEMENTS

A map app dedicated to travel services. It can recommend attractions and itineraries along the way, and users can mark places on the map to write notes or tips for others to see.

LINKS TO BILLABONG RENTAL, BILLABONG HOTEL

SER-03

Type: Services

BILLABONG LEADER-BOARDS

Each year, the top ten places to visit in every fields related to nature are summarized.

DESCRIPTION

The Billabong leader-boards provides authoritative, detailed, accurate and complete experience leader-boards. Every year, the top ten most worthwhile places in each field are summarized. Including the most worthwhile surfing spots, natural hot springs, forests, tropical rain forests, rock climbing spots and more.

MISSION-FOCUS

The Billabong leader-boards reinforces our mission of inspiring adventure seekers to experience and protect nature, enjoy the passion of exploration by collecting intelligence extensively and providing adventurers with a reliable and comprehensive recommendation list to improve the quality and efficiency of their travel.

SIMILAR TO Tuniu, Qunar

DIFFERENTIATING

ELEMENTS

Billabong recommendation list is more comprehensive, and it will invite special explorers to explore and summarize to find more possibilities, so it is more trustworthy.

LINKS TO BILLABONG GUIDELINES, BILLABONG EXPLORE MAP APP

EVE-01

Type: Events

BILLABONG TRIPS

Organize trips dedicated to exploring nature.

DESCRIPTION

Organize trips to explore nature. People can make friends with similar interests. The team will be led by a guide and experienced coaches to help each other on an adventure in nature. Including surfing groups, mountaineering groups, skiing groups, etc.

MISSION-FOCUS

The Billabong trips reinforces our mission of inspiring adventure seekers to experience and protect nature, enjoy the passion of exploration by guiding everyone to explore nature while protecting the environment.

SIMILAR TO Oceanic Society, Nature Bridge

DIFFERENTIATING ELEMENTS

In order to make passengers experience nature and outdoor sports more passionately, we will equip a professional coach with the group to protect and teach everyone the corresponding skills. At the same time, it can also help people who try it for the first time to have a better experience.

LINKS TO BILLABONG HOTEL, BILLABONG GUIDELINES

EVE-02

Type: Events

BILLABONG SUMMER CAMP

A summer camp that makes children fall in love with nature and know how to protect it.

DESCRIPTION

Summer camps for students. Summer camps are designed to increase children’s love for the outdoors and nature as well as raise awareness of nature conservation.

MISSION-FOCUS

The Billabong summer camp reinforces our mission of inspiring adventure seekers to experience and protect nature, enjoy the passion of exploration by letting children experience the beauty and fun of nature and wanting to protect it.

SIMILAR TO Teton Valley Ranch Camp, Dahlem

DIFFERENTIATING ELEMENTS

Through real-world teaching, children can experience and learn on the spot to achieve the best educational and experience effects.

LINKS TO BILLABONG HOTEL

EVE-03

Type: Events

BILLABONG WILDLIFE PROTECTION

Organize wildlife protection actions to inspire everyone to protect life in nature together.

DESCRIPTION

Organize various actions to protect wildlife.

MISSION-FOCUS

The Billabong wildlife protection reinforces our mission of inspiring adventure seekers to experience and protect nature, enjoy the passion of exploration by organizing various actions to increase people’s awareness of wildlife protection, increase knowledge, and give everyone the opportunity to contribute to wildlife protection.

SIMILAR TO Oceanic Society, Sensing Clues

DIFFERENTIATING ELEMENTS

It’s not just about raising money, it’s letting people get their hands dirty and experience the satisfaction of helping wildlife.

LINKS TO BILLABONG HOTEL, BILLABONG SUMMER CAMP

SOURCES

Thanks to these sites for the resources.

billabong-store.ie pexels.com/zh-cn gopro.com www.pinterest.com createthegood.aarp.org tvrcamp.org oceanicsociety.org insider.com

theculturetrip.com medium.com comparethesurfbrand.wordpress.com surfd.com talkwalker.com directory.goodonyou.eco wikipedia