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INTRODUCTION
The future of the brand encourages people to develop outdoor activities to enhance their awareness of environmental protection. It is time to move forward by beginning the initial phase to develop our brand’s new identity. We'll start with brand core and combine it with a new brand concept. The goal in this phase was to produce as much as possible in order to help us to define the right idea for our brand.
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TABLE OF CONTENTS PAST IDENTITY
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INSPIRATION
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SOURCES
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02 Introduction 06 Brand History 09 Logo Inspiration
LOGO DEVELOPMENT 12 14 18 22
Keywords Direction 1 Direction 2 Direction 3
LOGO REFINEMENT 30 32 34 38
Direction 1 Direction 2 Direction 3 Chosen Direction
LOGO FINALIZATION 42 44 46 50
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Direction 1 Direction 2 Direction 3 Final Logo
LOGO COMPETITORS
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PAST IDENTITY
BRAND HISTORY In 1969, two Torquay locals, Alan Green and John Law, turned to making boardshorts in their home garage based on what they saw as a market opportunity. Authenticity, innovation, pride, confidence and a belief in limitless potential have been the foundations in Quiksilver becoming the largest and most prestigious apparel company in the action outdoor sports industry. The Company’s apparel and footwear brands represent a casual lifestyle for young-minded people that connect with its boardriding culture and heritage, while its w interspor ts and golf brands sy mbolise a long-stand ing commitment to technica l ex per tise and competitive success on the mountains and on the links.
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Logo Inspiration The Quiksilver logo, a cresting wave and snow-capped mountain, has become a mark of excellence. Since 1969, Quiksilver has maintained its commitment to quality and performance, and taken this message around the world. Born on the beach, Quiksilver’s core concept of fashion with function has now been embraced by all who enjoy active outdoor lifestyles. The cresting wave and snow capped mountain logo symbolises excellence and authenticity. The logo was inspired by a famous Japanese woodcut depicting a typhoon wave and Mount Fuji.
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LOGO DEVELOPMENT
In this phase the brand was chosen, this research has been conducted and the spirit and "soul" of the brand found. The next step is to establish a direction for the brand to built on.
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KEYWORDST We already chose three possible keywords for Quiksilver: Authentic, Sustainable and Protection. Based on these keywords, Three key phrases are going to emerged. Then based on these key phrases, We developed three visual directions for the brand identity. These directions Will finally be reduced to one, and that will become our final identity.
SUSTAINABLE Sustainable development at Quiksilver is first and foremost a mind set. It’s about breaking down assumptions about how things are done; it’s about collaborating and sharing new ideas and innovative concepts; it’s about being creative in re-thinking our business processes in ways that make us not only more efficient, but also more environmentally and socially responsible.
AUTHENTIC Quiksilver designs and produces an entire line of lifestyle apparel, wetsuits, and snow outerwear available across the globe. Their elite team of athletes have become icons throughout the world. The brand always make authentic products. People trust this brand.
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PROTECTION SUSTAINABLE AUTHENTIC
PROTECTION Making a more positive impact on our world, undertaking actions that improve our efficiencies, reduce waste, and conserve resources. The story behind the brand is that they not only designed boardshorts for surfers, but also produced clothing for mountain and ocean lovers across the globe. The old image of the brand was outdoorsy, dopey, a little sloppy and down to earth. Since they were ocean and mountain lovers, they wanted to save our planet. Aside from the products, Quiksilver would also initiate events ans projects to protect the naturak environment.
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KEYWORD
PROTECTION The inspiration for the key word "protection" is based on the idea of two shapes combined together. It can be one postive space with one negative space, playing with different shapes and lines overlapping each other. In this step, the purpose is to find different possibilites that can represent the keyword "protection".
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KEYWORD
PROTECTION
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KEYWORD
SUSTAINABLE The idea for the key word "sustainable" is use three or more polygons combined together. In ecology, sustainability is the capacity to endure; it is how biological systems remain diverse and productive indefinitely. In this step, the purpose is to find different possibilites that can represent the keyword "sustainable".
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KEYWORD
SUSTAINABLE
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KEYWORD
AUTHENTIC The ides for the key word "authentic" is to created strong power feeling into the graphic shape and line. In this step, the purpose is to find different possibilites that can represent the keyword "authentic".
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KEYWORD
AUTHENTIC
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TRADEMARK The ideas for Quicksilver trademark is to use different possibilites that can represent the type letters of Quicksilver. We played with letter Q and S to convey a balance of visual hierarchy.
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REFINEMENT This is the secondary phase of development for our brands new visual identity. After choosing one of the concepts from our initial phase, we moved to the next step with one concept direction idea. From this direction, sketches are more concentrated.
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KEYWORD
PROTECTION At this point, we choose only one direction for the keyword protection. From this direction we start the idea of combining abstract lines of the mountain, land, and sea. We separate the logo as three parts. The top part represents the mountain, the middle part represents our earth, the bottom wave part represents the sea. Three parts put together make a shield. This shield is our brand mission is protect the environment. In this phase, we tried multiple combinations to define the protection meaning into our new logo.
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KEYWORD
PROTECTION At this point, we chose only one direction from keyword protection. From this direction we start the idea of tried different combination with three or two triangles as a shield shape.
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KEYWORD
PROTECTION At this point, we chose only one direction from keyword protection. From this direction we start the idea of tried different combination with three or two triangles as a shield shape.
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KEYWORD
PROTECTION
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CHOSEN DIRECTION Through a lot of sketches we developed eight ideas close to our design thinking. These all represent the combination of shield.
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CHOSEN DIRECTION Through a lot of sketches we developed eight ideas close to our design thinking. These all represent the combination of shield, and we also started using computer program to check the idea worked or not. Computer sketches is very different from the sketches on the paper. The lines and crossed graphics is hard to control, but the benefit is all the angles and shapes are perfect.
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FINALIZATION We narrowed it down to a singular idea in this final phase of development. We still did some logo exploration in this phase. In the end we finally settled down on one logo used to represent our brand.
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CHOSEN DIRECTION Through a lot of sketches we developed eight ideas close to our design thinking. These all represent the combination of shield.
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CHOSEN DIRECTION We narrowed it down to a singular idea in this final phase of development. In this phase we make computer sketches of three chosen direction. Also tried different color selection.
Coated
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3262C
2945C
485U
3252U
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BLUE 072C
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CHOSEN DIRECTION We narrowed it down to a singular idea in this final phase of development. In this phase we make computer sketches of three chosen direction. Also tried different color selection.
QUIKSILVER QUIKSILVER
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293C
Red 032U
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FINAL LOGO We narrowed it down to a singular idea in this final phase of development. We still did some logo exploration in this phase. In the end we finally settled down on one logo used to represent our brand.
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Cool Gray 11C
419U
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Uncoated
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Coated
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Uncoated
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LOGO COMPETITORS
Before we start explore a new vision for our brand, it is necessary to become familiar with those who might compete with us. It’s important to range from companies who either have the same vision as us to ones that deliver a similar product. It is also important to look at the evolution of our competition, as that will change from now to the time that we reveal our company’s new face.
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LOGO COMPETITORS These brands logos are looks close to the Quiksilver. They all focus on mountain and ocean. It is important to look at other similar logo. So many logos have been created in the past. Because is difficult to make something completely original. Depending on the core ideas of the brand. Our logo will be different from this brand logo.
Paramount Company The logo began as a somewhat indistinct charcoal rendering of the mountain ringed with superimposed stars. The logo originally had twenty-four stars, as a tribute to the then current system of contracts for actors, since Paramount had twenty-four stars signed at the time.
Gregory Mountain Products (Est. 1977) Gregory Mountain Products specializes in the research, design and build of adventure backpacks.
Evian Water French pronunciation. Is a brand of mineral water coming from several sources near Évian-les-Bains, on the south shore of Lake Geneva. In addition to the mineral water, Danone Group uses the Evian name for a line of organic skin care products as well as a luxury resort in France. 54
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Fuhriman Insurance TMS is Truckee’s source for outdoor gear, apparel & footwear for every outdoor adventure.
Mountain Athlete
Iron Mountain Workshop Spitfire is a wheel company that was founded in 1987 and the company released a video, entitled Spitfire, in 1993. The company also produces skateboard bearings, skateboard tools, griptape.
Tahoe Mountain Sports TMS is Truckee’s source for outdoor gear, apparel & footwear for every outdoor adventure.
Reef Reef is a brand of casual sandals, known as Thongs, created by two Argentine brothers, Fernando and Santiago Aguerre. In 1984 they moved from Argentina to the San Diego beach community of La Jolla, California, where they began Reef. Their product became popular amongst surfers and beach goers. Reef has subsequently grown into one of the world’s leading active sandal manufacturers.
Pikes Peak Speed Week Rocky Mountain Super Enduro Kicks off Pikes Peak Speedweek in Woodland Park on Saturday June 25th.
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LOGO COMPETITORS
Black mountain bicycles Veteran mainstay for brand name mountain & road bikes, apparel & accessories, plus repair ser vices.
Mountain Weather Based in Jackson Hole, Wyoming and covering the local weather for the Teton Mountains, as well as, the Mountain West & Alaska.
Blindside Snowboarding Blindside Snowboarding is looking for a new image to represent their awesome products and services.
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Mountain Shadows Where there was once was a vision of famed developer Del Webb and years of countless memories, returns a resurgence of acclaimed hospitality to the area of Mountain Shadows.
Mountain Entertainment Mountain Entertainment Inc is an Architecture and Planning company.
Strava Strava was the major reason for bicycles being banned from Byrne Preserve in California.
Nordic Mountain Nestlings Located in central WI. Offers skiing and snowboarding.
Jameson Handcrafted Goods Handcrafted goods company.
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VISUAL STANDARDS INSPIRATION We got visual standards inspiration from the Herman Miller Brand Guidelines. Herman Miller Brand Guidelines use very simple and strong color to convey the brand visual. Simple and clean layout has better connection for audience.
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August 2010
Herman Miller Brand Guidelines
Corpora kl
Corporate Brand Guidelines
page 1 © 2010 Herman Miller, Inc.
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August 2010
To navigate, click on the sections below—
1. Advocating for the Herman Miller brand
or the arrows at the bottom
2. Brand introduction
The Herman Miller brand is one of our most valuable assets. We want you to become advocates for our brand and to help us use it consistently. Our brand is expressed in many ways—our behavior, our products, our communications. We are asking you to pay special attention to two ways we express our brand— through the use of our logomark and our brand promise. We hope you will join us in our efforts to strengthen and expand this already wonderful part of Herman Miller. These guidelines give you clear ways you can help in this important work.
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page 2 © 2010 Herman Miller, Inc.
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8. Making brand decisions, examples Guideposts included be human The emphasis here is on the people.
2. Brand introduction
tell a story The active nature of the photography tells an intriguing story. be spirited The headline and images make you want to know what’s going on.
Note also the association of the logomark, used by itself, with both the web address and the words Herman Miller in the first sentence.
SIT HERE , GO PLACES At Herman Miller, we make the innovative Aeron® chair , as well as other great care. From the way we approach design to the way we respect the earth, a spirit of innovation permeates our company. So does a spirit of inclusiveness. We value the whole person and everything each of us has to offer. We foster a workplace where each person can achieve his or her best. We invite you to check us out. See how you can take a seat with us and start going places. And when you visit our booth, be sure to register to win an Aeron chair.
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To learn more about a career with us and what we’re doing for a better world around you, please visit hermanmiller.com .
page 28 © 2010 Herman Miller, Inc.
August 2010
5. The visual use of the brand, color We
red; it’s in our blood (but black and white are sometimes necessary).
2. Brand introduction
C.M.Y.K
Spot
RGB
Pantone
0.93.100.0
Herman Miller custom red
255.51.0
18–1–7 C
G0e
Please consider the intended media when applying the logomark; use the corresponding specification. Print: paper applications (from office copiers or professional offset printers) use either 4-color process (CMYK) or spot color inks (Pantone Goe library). Suggested files: .tif or .eps Screen: work viewed on-screen (projected presentations or websites) use an RGB value. Suggested files: .jpg or .gif Other: embroidered amenities and product applications need special attention. Suggested file: .eps
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When the logomark is placed on a white background, the color of the stylized M should also be white.
When placed over a dark color, an image, or complicated pattern the stylized M should be white— to ensure visibility. page 10 © 2010 Herman Miller, Inc.
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THE NEXT PHASE We’re ready for explore a sustainable future. In the next phase, we’ll detail how we shall be perceived to world in the Visual Standards Guide.
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SOURCES REFERENCES https://gregorypacks.com/ http://www.evian.com/en_us/ http://blackmtncycles.com/ http://thequiksilverinitiative.com/ https://www.quiksilver.com.au/events http://www.insuremeplus.com/ http://mtntactical.com/fitness/mountain-athlete/ https://www.facebook.com/mtnathlete/ http://www.tahoemountainsports.com/ https://www.mountain-forecast.com/ https://www.linkedin.com/company-beta/4394371/?pathWildca rd=4394371 http://www.nordicmountain.com
IMAGE SOURCES http://www.fundinguniverse.com/ http://thequiksilverinitiative.com/Home http://www.ocregister.com/articles/company-703761-quiksilvertanner.html http://www.theoriesofatlantis.com/ http://www.zinio.com/mag-reader/h5r-reader.jsp#/ readsvg/416405575/66 http://www.snowboarder.com/snowboarder-magazine-rider-year2017-6-austen-sweetin/ http://www.complex.com/ https://www.nrdc.org/
Typeface Anton Chaparral Pro
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Design
Xingchen (Star) Chen
Printing & Binding
Imprint 350 Townsend Suite 323 San Francisco, CA 94105
Course
School of Graphic Design Nature of Identity - Spring 2017 Academy of Art University
Instructor
Hunter Wimmer
This is a non-commercial style guide and is intended for eductional purposes only. This does not reflect or represent Quiksilver. This book was created as part of a project for Academy of Art University. 79 New Montgomery St San Francisco CA 94105
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