03 Billabong The Visual Standards Guide
_CONTENTS
01
02
BACKGROUND
LOGO GUIDE
_11 History _14 The New Billabong _15 Key Phrases
_19The New Logo _21 Logo Anatomy _23 Wordmark Anatomy _25 Logo Clear Space _27 Logo Versions _29 Logo Size Â_31 Improper Logo Usage
03
04
VISUAL GUIDELINES
FUTURE EXPASIONS
_37 Color Standards _39 Typography Standards _41 Visual System (Stationery)
_45 Future Expasions _57 Deliverables
Billabong
Visual Strategy Guide
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01 _Background 1.1 History 1.2 The New Billabong 1.3 Key Phrases
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“By discovering nature, you discover yourself” —Maxime Tiffoli.
Billabong
Visual Strategy Guide
_History The brand Billabong associate with water, ocean, surfing and a life-style where we encourage our public to discover their passion, whenever it is, and to became enthusiams for outdoors sports. A brand that grew so much it self that became the number one surfing brand in Australia and later on United States. We produce, market, and distribuite some of the most amazing apparel, acessories, eye wear and wet suits in the boardsports sector, from skate, wakeboarding to snow.
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_The New Billabong Our mission is to build life around the passion of nature and adventure. Our aim is to always encourage people to be more enthusiasm for outdoor sports, finding their passion and connecting with nature.
Billabong
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_Key Phrases I develop three concepts for the new Billabong’s logo. Each one expresses one of the brand key words.
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Getting out of your Comfort zone key word: adventure
The first logo concept is the idea of getting out, exploring nature and adventuring yourself.
Finding your passion key word: passion
The second logo concept is the finding what you love in life, so you can always do a sport and feel good about it.
Life is better outdoorsy key word: connection
The third logo concept is the connection. For this direction I wanted to convey the idea of us, human beings, connecting more with nature and not technologies.
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02 _Logo Guidelines 2.1 The New Logo 2.2 Logo Anatomy 2.3 Logo Uses
Billabong
Visual Strategy Guide
_The New Logo The primary logo consists of two components: the main logo and the wordmark. Firstly, the symbol represents the sun, nature, and ocean. Secondly, I customized the wordmark to make it visually consistent with the symbol. I am using a different width to create a better balance between then.
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Symbol
Signature
Wordmark
Billabong
Visual Strategy Guide
_Logo Anatomy The built of the new logo with the x value as a unit of measurement. The x equals the stroke of the whole logo, so it looks well balanced. The use of the symbol can be alone or with the wordmark.
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X
X
X
X
X
X
X
X
X
X
Y
X=8.45pt Y= 64.5pt
_Wordmark Anatomy The new Billabong wordmark was based on the typeface Avenir Next Regular. This typeface has been modified to fit the new aesthetic of the brand better.
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0.34y 0.12y y 0.34y y=0.50
Billabong
Visual Strategy Guide
_Logo Clear Space For better visibility and impact, it’s essential to retain a designated bright space around the signature. The blue rectangle represents the minimum clear area it should have. Should never be intersected or instructed upon by any other graphics object or edge. Nor should be enclosed in a shape. The maintenance of this bright space is fundamental, so it can give the signature the proper breathing area to visually stand out.
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Billabong
Visual Strategy Guide
_Logo Versions Version A Vertical Lockup Graphic Mark+Logotype
Version B Horizontal Lockup Graphic Mark + Logotype
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Version C Graphich Mark
Version D Logotype
_Logo Size To ensure high quality. I established various sizes for the Billabong signature to stand out as much as possible, while the dimensions shown here should accommodate most applications and reproduction techniques.
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VERSION A
10M+
1M+
5CM+
1CM+
VERSION B
VERSION C
VERSION D
Billabong
Visual Strategy Guide
_Improper Logo Usage An essential factor in maintaining the visual identity is the consistent presentation of the identity elements. Therefore, here, I demonstrated how not to use the logo.
Do not put the logo on the same background, as shown on the symbol or any background at all.
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Do not crop the logo
Do not strecht the logo
Do not use upsidedown
Do not use drop shadows
Do not change the proportions Do not distort
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03 _Visual Guidelines 2.1 Color Standards 2.2 Typography Standards 2.3 Business System
Billabong
Visual Strategy Guide
_Colors Standards Color is a crucial element in creating a strong brand. It can conjure a stronger emotional response and cultivate a connection with our customers. Therefore, the color palette chosen will ensure consistency in Billabong’s communication.
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Billabong
Visual Strategy Guide
_Typography Standards A typography system helps to center the Billabong brand and should be used consistently across the business. To ensure that all of our visual communication is coherent, I picked two typefaces with different weights to use for different situations.
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Akzidenz-Grotesk Next Extra Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Akzidenz-Grotesk Next Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Akzidenz-Grotesk Next Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Din Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Din Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Akzidenz-Grotesk Next Bold
Din Demi
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Billabong
Visual Strategy Guide
_Business System (Stationery)
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04 _Future Expasions 4.1 Future Expansions 4.2 Deliverables
Billabong
Visual Strategy Guide
_Future Expansions The mission of Billabong is to help people to be more enthusiastic about outdoor sports to find what they are passionate about and connecting them with nature. Thinking of that, I created a brand chart to defining exactly how the new Billabong will be doing and how they will be operating. The target audience is made up of passionate adventurers. These adventurers all have a before, during, and after. The chart shows when one of our customers may interact with a specific Billabong brand (new) division. Some of them might apply to more than one stage.
PRODUCTS:
ENVIRONMENTS:
P.1 Billabong Find Yoursel in the Nature App P.2 Billabong Explorers Magazine P.3 Billabong Customized Kits P.4 Billabong Retail
E.1 Billabong Tribe Hostel E.2 Billabong Portal
SERVICES:
EVENTS:
S.1 Billabong High School S.2 Billabong Sports Travel Agency S.3 Billabong Podcast
Ev.1 Billabong Global Tours Ev.2 Billabong Competitions
EXPERIENCES:
CO-BRANDING:
Ex.1 Billabong Camping Ex.2 Billabong Internships Ex.3 Billabong Diaries
CB.1 Billabong Parternships CB.2 Billabong Sponsors
OTHERS: OT.1 Billabong Confidence Boost OT.2 Billabong Ocen Rescue
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EXPLORATION E.2 Ev.1 P.3 S.2
ACTION
P.1 Ex.1
Ex.3
P.2 E.1 OT.1
CONNECTION
Ev.2 S.1
P.4
CB.2
OT.2
Ex.2 CB.1 S.3
STAGES OF ADVENTURE
Billabong
Visual Strategy Guide
_Future Expansions
FIND YOURSELF IN THE NATURE APP:
BILLABONG EXPLORERS MAGAZINE:
INTRO: An app that will help you plan an adventure.
INTRO: A magazine where it provide all the best adventures in the state (california) and share experiences.
CATEGORY: APP_ADV TYPE: A Product NAME: Find yourself in the nature APP DESCRIPTION: This app will help all the adventurers to plan and organize an exploration. Helping them to arrange a day full of hikes, surf, bikes, or any adventure they might like. MISSION-FOCUS: The Billabong APP reinforces our mission of adventure by connecting with nature, helping them to explore the outdoors and discovering nature with hiking, biking, backpacking, surf, swimming, running trails, and more explorations around the world. SIMILAR: Traveling plan and hike apps. HOW IS IT DIFFERENT: Organizing more than one exercise a day. Combine trail with surfing or any other sport.
CATEGORY: MG001 TYPE: A Product NAME: Explorers DESCRIPTION: This magazine will provide a good connection with the adventurers and to explore the best places in California. Not only providing tips on what outdoor sport can best fit you but also how to be sustainable around nature. MISSION-FOCUS: The Billabong Magazine reinforces our mission of modern-day adventurers by connecting them with the experiences they are passionate about; it will provide the best places to explore around the world, what sport outdoorscan best fit you, and also providing tips to be more sustainable around nature. SIMILAR: Traveling plan and hike apps.Sports magazines. HOW IS IT DIFFERENT: It will provide more places to explore and how to be sustainable around nature.
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BILLABONG CUSTOMIZED KITS:
BILLABONG RETAIL:
INTRO: Customized kits and accessories extended to each traveler will be well equipped for emergencies and convenience.
INTRO: Billabong will be the mass of the adventure and sustentability business.
CATEGORY: Explorer 001 TYPE: A Product NAME: Taveleres DESCRIPTION: Ensure that their self-sufficient equipped journey for emergency and convenience. It will go from accessories to first aid kit; all the need our consumer has, we will provide the best for them to have the best experience outdoors. MISSION-FOCUS: The Billabong Customized Kits reinforces our mission of the community of modern-day adventurers by inspiring and enhancing their passion for nature will help them to explore the outdoors and be safe. SIMILAR: Hike, bike, surf gears. HOW IS IT DIFFERENT: Each kit will be provided differently to each consumer; based on each one’s needs: trail, biking, surfing, or any other sport.
CATEGORY: RT_ TYPE: A Product NAME: Billabong Retails DESCRIPTION: Focusing on the retail, Billabong will provide the best gears to the explorers with the best environmental friendly gears. MISSION-FOCUS: The Billabong Retail reinforces our mission of modern-day adventurers by enhancing their experience with nature with the best gear and being environmentally friendly. SIMILAR: Patagonia, North-face, 10Tree... HOW IS IT DIFFERENT: All the gears and outfits will be 100% sustaintable and innovate.
Billabong
Visual Strategy Guide
_Future Expansions
BILLABONG TRIBE HOSTEL:
BILLABONG PORTAL:
INTRO: A hostel made for explorers only, cheaper, and helping you to make a better network and connection with other people.
INTRO: Get to know other the best places to explore around the world.
CATEGORY: HS TYPE: An Environment NAME: Tribe Hostels DESCRIPTION: Made for explorers only, this hostel is for those who don’t have a lot of money or don’t want to spend a lot too. The tribe not only is cheaper, but it is excellent for adventurers to connect and network with others. Tribe also provides some guides around the area that you are to explore best and get to know the area. MISSION-FOCUS: The Billabong Tribe Hostels reinforces our mission of adventure by enhancing the experiences they are passionate about, getting to connect and network with other explorers, and getting out on hikes, trails, surfing, etc. SIMILAR: Hostels and couchsurfing. HOW IS IT DIFFERENT: A hostel where everyone who likes to have a connection with the nature and sports.
CATEGORY: A-C-W TYPE: An Environment NAME: Across the World DESCRIPTION: This portal is the opportunity for adventurers to get to know the best places to explore. It’s a program that shows all the best places to hike, surf, bike, swim, etc. MISSION-FOCUS: The Billabong Portal reinforces our mission of adventure by providing an opportunity for adventurers to get to know the best places to explore around the world. SIMILAR: Off channel. HOW IS IT DIFFERENT: Will provide great places to hike, surf, bike and other sports around the world.
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EVENT
BILLABONG GLOBAL TOURS:
BILLABONG COMPETITIONS:
INTRO: Billabong tours is a global series of professionals to provide the best tours around the world for beginner.
INTRO: Billabong Competitions will help athletes to prepare for their competitions.
CATEGORY: ToursBB
CATEGORY: Competition
TYPE: Event
TYPE: Event
NAME: Billabong Tours
NAME: Billabong Competitions
DESCRIPTION: Billabong Global Tours helps beginners to find what suits better for them. With a group of professionals. All the tours will be different according to their needs.
DESCRIPTION: Creating the best environment for the athletes to prepare, where they will get help from professional nutritionists, trainers, and coaches. Focusing on each one’s needs, where we will be able to provide the best support.
MISSION-FOCUS: The Billabong Tours reinforces our mission of adventure by connecting them with nature and providing them the best experiences around the world, which will be suitable according to their needs. SIMILAR: Any adventure tour HOW IS IT DIFFERENT: Billabong Global Tours are specialized in beginners to help them to engage their passion and going further with outdoors sports.
MISSION-FOCUS: The Billabong Competition reinforces our mission of modern-day adventurers by helping the athletes to prepare for their competition in the sport they are passionate about with a very professional a well-equipped team. SIMILAR: Any pro surfing, bike, snowboarding competition... HOW IS IT DIFFERENT: Will be focused on each other needs, with a proficient and professional team for each one of our athletes.
Billabong
Visual Strategy Guide
_Future Expansions
BILLABONG HIGH SCHOOL:
BILLABONG SPORTS TRAVEL AGENCY:
INTRO: High Schools with special non-traditional sports programs focusing on finding young talents.
INTRO: Organize the best travels related to non-traditional sports.
CATEGORY: HSC_Talents
CATEGORY: Sports
TYPE: Service
TYPE: Service
NAME: Billabong young talents
NAME: Billabong Agency
DESCRIPTION: With a unique sports-related, the Billabong Academies will help athletes to train in their preferable sport to compete at high-levels.
DESCRIPTION: Focusing on consumer needs, this agency will prepare and find the best places to explore. More fancy and comfortable for those who don’t care about spending a little more.
MISSION-FOCUS: The Billabong High School reinforces our mission of adventure by connecting and helping young talents to push their abilities to maximize the quality of experience and compete at high-levels. SIMILAR: IMG Academy. HOW IS IT DIFFERENT: Focusing on non-tradition sports like ski, snowboarding, bike, etc. We will help young adventurers to train.
MISSION-FOCUS: The Billabong Travel Agency reinforces our mission of a new community of adventurers by connecting with nature our consumers will be provided with the best spot and more unique places for them to explore, staying in a comfortable and friendly place, based on their needs. SIMILAR: Sany travel agency. HOW IS IT DIFFERENT: A singular trip will be made for each consumer based on their needs, finding the best spots around the world.
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BILLABONG PODCAST:
BILLABONG DIARIES:
INTRO: A wellness boost from anywhere and anytime
INTRO: Creation of documentaries about non-conventional sports based on our target audience.
CATEGORY: Connection TYPE: Service NAME: Billabong Podcast DESCRIPTION: The Billabong Podcast shares tools, tips, and ideas were helping you to build up wellness habits. The goal is to have to entertain, educate, and inspire people to go outdoors and connect with nature. MISSION-FOCUS: The Billabong podcast reinforces our mission of modern-day adventure by inspiring them to do what they are passionate about it — helping them be into a better mindset where they can build up a wellness habit. SIMILAR: Food Heaven HOW IS IT DIFFERENT: Focuses more on how to inspire people and help them to get out of their comfort zone and create a better and healthy routine.
CATEGORY: Studio TYPE: Service NAME: Billabong Diaries DESCRIPTION: The Billabong Diaries focus on the creation of docu-series based on our target audience. The Billabong diaries will concentrate only on non-conventional sports. MISSION-FOCUS: The Billabong Diaries reinforces our mission of the community of a modern-day adventurer by inspiring and enhancing the experiences they are passionate about creating docu-series where they fell related to it. SIMILAR: Redbull media house and off chanel HOW IS IT DIFFERENT: It will be more grounded and not a marketing tool. With a “home-made” feeling, all the docu-series will be made with people on non-conventional sports.
Billabong
Visual Strategy Guide
_Future Expansions
BILLABONG INTERNSHIPS:
BILLABONG CAMPING:
INTRO: Help people who wants to work in the related industry.
INTRO: Inspiring all the generations to camp.
CATEGORY: Intern
CATEGORY: Camp
TYPE: Experience
TYPE: Experience
NAME: Billabong Intership.
NAME: Billabong Camping
DESCRIPTION: Not everyone who likes nature-related sports is an athlete, and thinking of that, billabong internships will help those who want to pursue their love in nature, working inside of the company.
DESCRIPTION: With a good and professional crew, the adventurers will sleep in the nature and do sports over the day.
MISSION-FOCUS: The Billabong Internships reforces our mission of modern day adventures by helping them to find what they are passionate about and work in the related industry. SIMILAR: Nike internships HOW IS IT DIFFERENT: Operate in a wider range of non-traditional sports industries.
MISSION-FOCUS: The Billabong Camping reinforces our mission of modern-day adventurers by connecting with what they are passionate about; explorers can camp and do sports by day. SIMILAR: Summer Camps HOW IS IT DIFFERENT: Opperate the best summer and winter camps, focusing in activities like hiking, biking, snowboarding, skiing, etc.
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BILLABONG PATERNSHIPS:
BILLABONG SPONSOR:
INTRO: Managing all co-brandings and joining their ventures undertakings.
INTRO: It will Individually sponsor professional and semi-pro, athletes in a variety of sports.
CATEGORY: Partenships1
CATEGORY: Athletes Billabong_
TYPE: CO-Branding
TYPE: CO-Branding
NAME: Billabong Paternships
NAME: Athletes Billabong
DESCRIPTION: Finding, developing, and managing all relationships with all outside brand partners. Always working with other brand divisions relevant to active projects.
DESCRIPTION: With the Billabong Sponsor program our athletes will wear/use billabong gear when their are competing, which will be part of our marketing.
MISSION-FOCUS: The Billabong Partenships reinforces our mission of a modern day adventurers by inspiring them to work with outside brand partners.
MISSION-FOCUS: The Billabong Athletes reinforces our mission of a new adventure by connecting them with what they love around nature, where each one of our sponsored athletes will have a gear in their designated chosen sports field.
SIMILAR: Redbull making art of fly, netflix, hulu, amazon... HOW IS IT DIFFERENT: How the results of each project will be different.
SIMILAR: Nike and Lebron James. HOW IS IT DIFFERENT: Billabong already does it with surf will just expand to other non-tradional sports.
Billabong
Visual Strategy Guide
_Future Expansions
BILLABONG CONFIDENCE BOOST:
BILLABONG OCEAN RESCUE:
INTRO: The Billabong confidence boost has specially created environments for solo travelers to travel to have life-changing experiences through activities that boost independence and confidence with nature.
INTRO: The Billabong Ocean Rescue will be a focused service to help the ocean and ocean animals who have been affected by human trash.
CATEGORY: Conf1 TYPE: Other NAME: Billabong Confidence Boost
CATEGORY: SAVE_THE_OCEAN TYPE: Other NAME: Billabong Ocean Rescue
DESCRIPTION: Responsible for all the sustaintability related with all branches off the new Billabong.
DESCRIPTION: Billabong Ocean Rescue will create a community to help to clean the beaches and oceans to provide a better experience for the surfer and even better for nature.
MISSION-FOCUS: The Billabong Confidence Boost reinforces our mission of a community of modern day adventurers by boosting their independence by traveling alone and gaining confidence around nature.
MISSION-FOCUS: The Billabong Ocean Rescue reinforces our mission of an adventure community by helping clean the ocean and providing a better and sustainable relationship with humans and nature.
SIMILAR: Any confidence program
SIMILAR: Green peace.
HOW IS IT DIFFERENT: We will show how we are making the difference helping them to gain their confidence through outdoors sports and traveling solo.
HOW IS IT DIFFERENT: We will be focused on the help of the ocean and providing better homes to animals who are being jeopardized by humans.
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Billabong
Visual Strategy Guide
_Deliverables After doing the brand chart and the Future Expansions, I chose nine of my ideas to become a real deliverable.
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Billabong
Visual Strategy Guide
_Billabong Retail: PRODUCT
Billabong Retail will be the mass of the adventure and sustentability business.
DESCRIPTION: Focusing on the retail, Billabong will provide the best gears to the explorers with the best environmental friendly gears. MISSION-FOCUS: The Billabong Retail reinforces our mission of modern-day adventurers by enhancing their experience with nature with the best gear and being environmentally friendly.
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Billabong
Visual Strategy Guide
_Billabong Explorers Magazine: PRODUCT
A magazine where it provide all the best adventures in the state (california) and share experiences. DESCRIPTION: This magazine will provide a good connection with the adventurers and to explore the best places in California. Not only providing tips on what outdoor sport can best fit you but also how to be sustainable around nature. MISSION-FOCUS: The Billabong Magazine reinforces our mission of modern-day adventurers by connecting them with the experiences they are passionate about; it will provide the best places to explore around the world, what sport outdoorscan best fit you, and also providing tips to be more sustainable around nature.
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Billabong
Visual Strategy Guide
_Billabong Camping: EXPERIENCE
Inspiring all the generations to camp.
DESCRIPTION: With a good and professional crew, the adventurers will sleep in the nature and do sports over the day. MISSION-FOCUS: The Billabong Camping reinforces our mission of modern-day adventurers by connecting with what they are passionate about; explorers can camp and do sports by day.
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Billabong
Visual Strategy Guide
_Billabong Sponsor: CO-BRANDING
It will individually sponsor professional and semi-pro athletes in a variety of sports. DESCRIPTION: With the Billabong Sponsor program our athletes will wear/use billabong gear when their are competing, which will be part of our marketing. MISSION-FOCUS: The Billabong Athletes reinforces our mission of a new adventure by connecting them with what they love around nature, where each one of our sponsored athletes will have a gear in their designated chosen sports field.
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Billabong
Visual Strategy Guide
_Billabong Ocean Rescue: OTHER
The Billabong Ocean Rescue will be a focused service to help the ocean and ocean animals who have been affected by human trash. DESCRIPTION: Billabong Ocean Rescue will create a community to help to clean the beaches and oceans to provide a better experience for the surfer and even better for nature. MISSION-FOCUS: The Billabong Ocean Rescue reinforces our mission of an adventure community by helping clean the ocean and providing a better and sustainable relationship with humans and nature.
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Billabong
Visual Strategy Guide
_Billabong Sports Travel Agency: SERVICE
Organize the best travels related to non-traditional sports.
DESCRIPTION: Focusing on consumer needs, this agency will prepare and find the best places to explore. More fancy and comfortable for those who don’t care about spending a little more. MISSION-FOCUS: The Billabong Travel Agency reinforces our mission of a new community of adventurers by connecting with nature our consumers will be provided with the best spot and more unique places for them to explore, staying in a comfortable and friendly place, based on their needs.
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Billabong
Visual Strategy Guide
_Billabong Competitions: EVENT
Billabong Competitions will help athletes to prepare for their competitions.
DESCRIPTION: Creating the best environment for the athletes to prepare, where they will get help from professional nutritionists, trainers, and coaches. Focusing on each one’s needs, where we will be able to provide the best support. MISSION-FOCUS: The Billabong Competition reinforces our mission of modern-day adventurers by helping the athletes to prepare for their competition in the sport they are passionate about with a very professional a well-equipped team.
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Billabong
Visual Strategy Guide
_Billabong Diaries: PRODUCT
Creation of documentaries about non-conventional sports based on our target audience. DESCRIPTION: The Billabong Diaries focus on the creation of docu-series based on our target audience. The Billabong diaries will concentrate only on non-conventional sports. MISSION-FOCUS: The Billabong Diaries reinforces our mission of the community of a modern-day adventurer by inspiring and enhancing the experiences they are passionate about creating docu-series where they fell related to it.
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Billabong
Visual Strategy Guide
_Billabong Find Yourself In The Nature PRODUCT
An app that will help you plan an adventure.
DESCRIPTION: This app will help all the adventurers to plan and organize an exploration. Helping them to arrange a day full of hikes, surf, bikes, or any adventure they might like. MISSION-FOCUS: The Billabong APP reinforces our mission of adventure by connecting with nature, helping them to explore the outdoors and discovering nature with hiking, biking, backpacking, surf, swimming, running trails, and more explorations around the world.
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School: Academy of Art University Class Nature of Identity Instructor Hunter Wimmer Typeface AAkzidenz-Grotesk Next & Demi This is a student project and is no way supported by Billabong .