PRINT & BINDERY 101 Foothill Drive Vacaville, CA 95688 www.101km.net First Published 2014 Š 2014 Danielle Schneider ISBN 0 3688 212 00
002
A digital version of this catalogue is available online at www.101km.net All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the written permission of Airwalk. Designed by Danielle Schneider Printed in the United States of America
AIRWALK BRAND STYLE GUIDE
REBRANDING AIRWALK
003
//////////////////// REBRANDING AIRWALK
04
05
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
006
THE MARK //////////////////// LOGO ANATOMY
ONLY HE WHO CAN SEE THE INVISIBLE CAN DO THE IMPOSSIBLE Frank L. Gaines
007
008
THE MARK //////////////////// LOGO ANATOMY
030 054 074 100
THE ORIGIN
016
BEGINNING OF SKATE
018
BIRTH OF A BRAND
020
TIMELINE
024
COMPANY HISTORY
034
BRAND GRIDS
040
ARCHETYPES
046
PROJECTION
058
THE NEW LOGO
060
LOGO STANDARDS
062
LOGO VARIATIONS
064
LOGO ANATOMY
070
RESTRICTIONS
078
COLOR PROFILE
080
TYPORGAPHIC STANDARDS
086
IMAGE STYLE & STANDARDS
092
GRAPHIC STYLE
094
BUSINESS SYSTEM
104
BRAND EXTENTIONS
106
PERFORMANCE APPAREL
126
EQUIPTMENT
146
COMPETITIVE ENGAGEMENTS
164
STIMULATION TRAINING
190
EXPLORATION
PART TWO
THE SHIFT
PART THREE
THE MARK
PART FOUR
THE VERVE
AIRWALK BRAND STYLE GUIDE
012
PART ONE
PART FIVE
THE ARTIFACTS
09
010
011
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
PART ONE
THE ORIGIN 012
BEGINNING OF SKATE / BIRTH OF A BRAND / TIMELINE / COMPANY HISTORY /
013
THE MARK //////////////////// LOGO ANATOMY
014
THE MARK //////////////////// LOGO ANATOMY
Richelle Mead
AIRWALK BRAND STYLE GUIDE
THROUGHOUT HISTORY, PEOPLE WITH NEW IDEAS, WHO THINK DIFFERENTLY AND TRY TO CHANGE THINGS, HAVE ALWAYS BEEN CALLED TROUBLEMAKERS
015
SKATEBOARDING WAS A STRANGE SPONTANEOUS CREATION Steve Cave
016
THE ORIGIN //////////////////// BEGINNING OF SKATE
//////////// THE BEGINNING OF SKATE In the 1950’s, California surfers had the desire to bring surf to the streets. Short story, short... a new sport was born. It is not fully known who exactly created the first board, but it is thought that instead that several different people came up with similar ideas. And thus, skateboarding is a strange spontaneous creation. People would use boxes or wooden boards, with roller skate wheels slapped on the bottom. At this point in the sports history, anything went. Experimentation was a necessity, and slowly the boxes turned into planks. Subsequently, companies began producing decks of pressed layers of wood. With the evolution of the board, the sport became much safer, and skateboarding became something to do after surfing. As a sport on the street, skateboarding was a step above surfing, and for riders, it was not only a fun pastime, but also allowed them to get from one place to the next.
Unfortunately, it was thought that skateboarding was only a fad, and in 1965 popularity suddenly crashed. Many skateboarding companies folded, and those who wanted to skate resorted to building their own skateboards from scratch once again. But even though the hype faded, people continued to skate, using creative methods to build their own boards. Skaters even went as far to use clay wheels, which was extremely dangerous and hard to control. However, in 1972 Frank Nasworthy invented urethane skateboard wheels, which is similar to what most boards utilize today. This invention sparked new interest in skateboarding. In 1975, skateboarding took an evolutionary boost toward the sport we know today. In Del Mar, California a slalom and freestyle contest was held at the Ocean Festival. It was there that the Zephyr team showed the world what skateboarding was and could be: low and smooth, like surfing on concrete. This event took skateboarding from what the public had seen as a hobby to something serious and exciting. The Zephyr team, and the skaters that comprised it, also make the sport more edgy, adding a strong anti-establishment sentiment that still remain in skateboarding today. Only a few years into the popularity of the revitalized low-riding sport, Alan Gelfand invented a maneuver that elevated skateboarding once again. He would slam his foot down on the tail of his board and jump, thereby popping himself and the board into the air. The ollie was born—a trick that completely revolutionized skateboarding—most tricks today are based in performing an ollie. Again, in the late 1970’s skateboarding faced its second crash in popularity due to skateboarding being a dangerous activity, and therefore a need for it to be insured. Skate parks began to see a decrease in riders, and some parks were even forced to close. But skaters kept skating, and in the 1980’s skateboarding began to pick up speed once again, with the new ideas and innovations of the next wave of skateboarders. With the closure of public skate parks, skaters became creative, building ramps at home and slowly moving underground—using their world as their skate park.
AIRWALK BRAND STYLE GUIDE
In 1963, skateboarding was at its height of popularity, and was mostly a downhill slalom or freestyle sport. People who excelled at the sport, such as Troger Johnson, Woody Woodward, and Danny Berer, became well known amongst the community. In retrospect, their style of “freestyle” was much different from todays skateboarding. It appeared to be more of an art then an extreme sport, as some would say it resembled dancing or ice skating, compared to the freestyle we see today.
017
//////////// BIRTH OF A BRAND
CREATED BY YOUNG PEOPLE FOR YOUNG PEOPLE, AND BUILT FOR PERFORMANCE. It was during the exploration of skateboarding in the 1980’s that a dad of a young skater made history. In 1986, Bill Mann’s son Mac had just turned 11 years old, and were living in La Costa, California. Mac began to foster an interest in skateboarding, and would often go skate at the Del Mar skate park—the largest skatepark in the country at the time. Frank Hawk would also take his son Tony to the concrete park filled with bowls and ramps, where the young boys would skate a watch all day. But the young skaters noticed something was lacking. An important observation by Mac changed the history of skate shoes, and eventually the evolution of extreme sports. He came home to his father one day explaining the need for more durable shoes. The shoes and sneakers available to kids would very quickly shred from skateboarding. With a background in the shoe business, Bill Mann got to the drawing board and began designing concepts for not only a shoe that would stand up to the rough action of skating, with fashionable and affordability in mind. Durability, style, and low-cost, made the shoe highly desirable in a market for kids and young adults. But the shoe didn’t have a name until young Mac suggested “Airwalk.” Mann didn’t know what it meant, “Why Airwalk?” But Mac explained it was the name of Tony Hawk’s most famous trick. And the name stuck for this innovative skate brand. That was March of 1986, and the birth of Airwalk.
018
The inspiration behind the Airwalk name came from one of Tony Hawk’s tricks called the “airwalk” that one of the founders son’s suggested. Pictured to the right is Tony Hawk, doing the infamous trick. He would eventually be sponsored by and rep the brand.
019
AIRWALK BRAND STYLE GUIDE
THE ORIGIN //////////////////// BIRTH OF A BRAND
020
SKATEBOARDS MAKE A SPLASH
//////////// BIRTH
1986 88
Airwalk was the innovation of George Yohn and Bill Mann, two buds from California
BREAKING GROUND
90
FOUNDED
GOING CASUAL
THE ORIGIN //////////////////// TIMELINE
63
//////////// BREAKOUT
1994 95
Sales triple after Airwalk begins an image print ad campaign
TOP THREE
96
IN THE SPOTLIGHT
GOING EURO
Esquire Magazine declares Airwalk as “The Next Big Shoe”
//////////// EVOLUTION
1997 99
LEADING THE WAY Product and advertising position Airwalk as the leading teen footwear brand
BOUGHT OUT
Designed first BMX specific shoe Developed a snowboard with ACM, elevating the performance & dynamics of snowboarding
COLLECTIVE
//////////// METAMORPHOSIS
2014 16
REBRAND Airwalk goes through a rebrand with the goal of revitalizing the values and ideals of the brand, focusing on the future of extreme performance sports, marrying aesthetics and functionality
30 YEARS
19
23
AIRWALK BRAND STYLE GUIDE
04
EXPANSION
BUILDING THE FUTURE
021
BIRTH BREAKOUT EVOLUTION
METAMOR 022
AIRWALK BRAND STYLE GUIDE
RPHOSIS
023
THE ORIGIN //////////////////// TIMELINE
024
THE ORIGIN //////////////////// COMPANY BACKGROUND
//////////// COMPANY BACKGROUND Airwalk was a popular Californian boardsport lifestyle clothing company that hit its zenith in the late 1980s and early 1990s. The company made skate shoes, t-shirts, snowboard boots, and other products. Throughout the years, the company sponsored various professional skaters such as Jason Lee and Tony Hawk. In the late 1990s, Airwalk went through some changes and their products weren’t seen in surf or skate shops for a few years, but new shoes are being sold at various discount shoe stores like Payless Shoes and Modells around the country.
The skate craze of the late 80’s saw Airwalks take great air, launching themselves onto the top of the market. The Jim shoe captured the defiant spirit of the skating world, and parodied the other sports that were seen as inferior to the in-your-face skating realm. A fuzzy yellow felt tennis shoe, an orange leather hi-top basketball sneaker, and a dimpled toe golf shoe became instant hits not only in the skating world, but among other counter-culture individuals who didn’t have a place in the jockified world of traditional sports. Airwalk almost lost its steam in the early 90’s when public outcries about the nuisance of skateboarding got the boards banned on public property. But the rebellious attitude of skateboarding was what Airwalks were built upon, and they didn’t go down without a fight. Skateboarding was relegated to skateparks, but other extreme sports carried on the fight: in-line skating, BMX biking, and where there was snow, snowboarding. And with that, Airwalks triumphed once again, supporting an ever-increasing audience for extreme fashion.
AIRWALK BRAND STYLE GUIDE
Better than catching air, street-cred Airwalk sneakers made thrashing up the scene sweeter than ever when kickers hit the board, and the board hit the streets. The skate shoes made for the rebellious set and named after a freeflying skateboard trick, Airwalks were the innovation of George Yohn and Bill Mann, two buds from California. The duo formed the Airwalk company in 1986 in response to the high-tech, high-gloss performance sneakers taking over the market. Airwalks were the anti-Nike: they weren’t for jocks, they were for skaters, the anti-jocks. Airwalks were made for skateboarding, specifically designed with thick rubber soles and pliable tops for the ultimate in movement and precision work on boards.
//////////// IDENTITY HISTORY In order bring the Airwalk brand up to speed with the development of its equipment it provides to its extreme sport patrons, the identity was redesigned in 2014. Through the redesign, the brand received a futuristic push, which allowed old values and ideals of the brand to be combined with newly acquired passions.
025
THE STAND IS NEV 026
FILLED WITH PEOPLE PUSHING INNOVATION, SUPPORTING THE SCENE,
THE MARK //////////////////// LOGO ANATOMY
AIRWALK’S STORY IS
DARD VER AIRWALK BRAND STYLE GUIDE
AND TAKING RISKS.
ALL FUELED BY A PASSION FOR ACTION SPORTS.
027
028
029
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
PART TWO
THE SHIFT BRAND GRIDS / ARCHETYPES / PROJECTION / 030
031
IF IT WAS UP TO ME, THERE WOULDN'T BE NO SUCH THING AS THE ESTABLISHMENT. Jimi Hendrix
032
033
BRAND PROJECTION
//////////// OUT WITH THE OLD The brand that begun in 1986, some would say, never escaped that year or decade. The 80’s remind us of bright, bold colors, including the ever fluorescent neon. In music, MTV was huge and so were pop hits from performers such as Madonna, Whitney Houston, Prince, Queen and Michael Jackson. While in film, ET was a hit, as well as Back to the Future, were audiences were introduced to the infamous hover board. Thinking back to when Airwalk emerged in the middle of the decade, slushee drinks, cartoonish design and dirty grunge seem to encompass everything that surrounded the brand, and skate. Skate was a movement that had a common ideal: anti-establishment. In other-words: rebellious, defiant, and anti-authoritative. This stigma seemed to stick with the brand throughout the years, drawing some people towards skateboarding, and making others despise the sport. Since the 1980’s the sport has evolved, and it is about time the brand caught up— to the modern and sleek aesthetic of Airwalk’s future.
034
AIRWALK BRAND STYLE GUIDE
AIRWALK
035
THE SHIFT //////////////////// BRAND PROJECTION
//////////// A NEW BEGINNING The new beginning for Airwalk comes with cool color tones, sleek modern lines and an essence of sophistication mixed with a bit of thrill. Sounds pretty extreme compared to the Airwalk started in 1986, but that is exactly what the brand is searching for: a brighter path into the future. Along with the Airwalk rebrand, comes a vision of futuristic technology, composed of metal and cold tones and textures. In the future of airwalk, riders are no longer restricted to the harsh concrete streets, but are free to move about the air, as the brand originally intended. Flight and air sports is the renewed vision of Airwalk, and what will project the brand into the twenty-second century.
036
AIRWALK BRAND STYLE GUIDE
AIRWALK
037
THE SHIFT //////////////////// BRAND PROJECTION
038
039
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
ARCHETYPES When Airwalk began in 1986, they were primarily tailored to kids and young adults, heavily active in the skateboard scene. This made sense, considering the audience that needed durable skate shoes, were people who were highly active skateboarders, that wore their shoes to the limits. However, today Airwalk has expanded to a much larger pool of extreme athletes, and not only tailors its brand to the young adult skateboarders, but to a variety of individuals that partake and compete in extreme sports. This has allowed Airwalk to target a much larger spectrum of people, including those Airwalk never considered before like the jocks, all the way up to extreme thrill seekers and athletes. Detailed here are the identities of these people that Airwalk attempts to appeal to, including people who may be considered beginners or seasonal, as well as the experienced skaters and snowboarders, and extreme sport fanatics. Of those people, the skater and seasonal athlete are the two that Airwalk hopes will be its regular and ultimately loyal brand customer. Although the other archetypes may waiver, and bounce between brands, these two sets of people will continue to use Airwalk because of what the company stands for and what they provide. Those who did not fall within the archetypes spectrum, or individuals who Airwalk would consider outliers, are those who have absolutely no interest in physical activity or sports in general, and conversely those who are into extreme sports, just not the one’s that Airwalk offers under their brand.
040
THE SHIFT //////////////////// ARCHETYPES
//////////// THE SKATER
///// ALEX HIGH SCHOOL STUDENT, 17 YEARS OLD
AIRWALK BRAND STYLE GUIDE
//////////// 04
Alex skateboards and snowboards regularly, typically riding to and from school, and around town. He hangs out with a group of friends that all enjoy skating and snowboarding as well, and they are all a constant presence at the local skate park. Like a lot of his friends, Alex has always dreamed of making it big, but for now, just sticks to small scale, local skate park and mountain competitions with his friends. Living in the city, but not far from the mountains has afforded Alex a comfortable balance between street and snow, as he often takes full advantage of the concrete jungle he lives in, skating as a means of transportation. As a regular skater in his community, Alex enjoys doing things that sets him apart from, like customizing his skate deck or wear brand new clothing that just hit the stores. Although he has a desire to be unique in his sport, Alex does find it difficult to keep up with the cost of apparel and equipment, so he has just recently gotten into customization he can do himself.
041
//////////// 01
//////////// 02
042
//////////// 03
THE SHIFT //////////////////// ARCHETYPES
//////////// 06
//////////// THE SEASONAL
///// RYAN COLLEGE STUDENT, 20 YEARS OLD
Ryan is a young adult in college who has always had an interest in water and winter sports. He has been skiing from a young age, and began to snowboard about 2 years ago on a school snow trip. Because of his busy school schedule, he has never been able to fully venture into other sports, and thus, is typically restricted to seasonal activities like skiing and snowboarding. When he can’t hit the slopes, Ryan loves watching competitive extreme sports, especially the X-Games. Although he is a science major, Ryan has a mixed group of friends, including the skater and snowboard crowd, which allows his to get up to the mountains or out to a skate park on the weekends. He doesn’t have a strong opinion of how he dresses, but does like repping his favorite brands, which include some skate and snowboard brands, but also more preppy attire for going out.
//////////// 01 The Jock
AIRWALK BRAND STYLE GUIDE
//////////// 05
//////////// 02 The Beginner
//////////// 05 The Advanced Athlete
//////////// 06 The Thrill Seeker
043
044
045
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
PROJECTION Airwalk was a revolutionary brand when it was created in 1986, providing products that were high quality, hip and affordable. However, the brand never fully seemed to escape it’s dated image, and as other competitors began to produce the same products as Airwalk, their following took a hit. When compared to other companies, both in the past and into the future, Airwalk’s journey becomes more clear. Launching new sports and technologies, we see Airwalk begin to surpass companies that were major competitors before. Airwalk as a company has not only become more extreme, but also more specialized and revolutionary within the growing genre of sports.
046
When revisioning Airwalk, it was important for the brand to reunite with the ideals that started the sport and the brand, and connect those with what qualities created an extreme sports athlete, and therefore our brand.
THE SHIFT //////////////////// PROJECTION AIRWALK BRAND STYLE GUIDE
INNOVATIVE TENACIOUS INDEPENDENT SELF-EXPRESSIVE PIONEER EXPERIMENTAL INDIVIDUALITY FREEDOM DETERMINATION PERSISTENT STRENGTH EVOLUTION
047
//////////// WHERE WE’RE HEADED
BEFORE
Hendo
Burton
REI
DC Shoes
NorthFace Nike
Vans
Plan B Converse DVS Supreme
Airwalk
Element
AFTER
Airwalk
Stratolaunch Bigelow Aerospace Virgin Galactic Lynx Space Camp
Space X
Dream Chaser Red Bull Nvidia Google
Apple
Tesla
Nvidia
048
NASA
THE SHIFT //////////////////// PROJECTION
BEFORE
REVOLUTIONARY
Hendo
Burton
REI
DC Shoes
NorthFace
Airwalk
HIGH RISK
LOW RISK
Nike
Vans Plan B Converse DVS Supreme Element
MODERATE
AFTER
REVOLUTIONARY Airwalk Bigelow Aerospace Virgin Galactic Space Camp
Nvidia
Space X Stratolaunch
Red Bull Lynx
Apple
Tesla
NASA
AIRWALK BRAND STYLE GUIDE
HIGH RISK
LOW RISK
Dream Chaser
MODERATE
The brand projection charts show Airwalk’s growth from a skate shoe brand in 2014 to a leader in extreme sports in 2023. Instead of falling along side shoe companies such as DC, Airwalk now rises about leading technology companies such as Virgin and Tesla.
049
DRIVING FOCUS: MEET THE NEEDS OF THE ATHLETE.
050
051
AIRWALK BRAND STYLE GUIDE
THE SHIFT //////////////////// PROJECTION
052
053
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
PART THREE
THE MARK 054
THE NEW LOGO / LOGO STANDARDS / LOGO VARIATIONS / LOGO ANATOMY / RESTRICTIONS /
055
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
056
AIRWALK BRAND STYLE GUIDE
LIFE IS EITHER A DARING ADVENTURE OR NOTHING.
057
THE MARK //////////////////// LOGO ANATOMY
AIRWALK REINVISIONED
x
1.5x
058
LOGO ANATOMY //////////// SYMBOL
059
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO MARK
060
THE MARK //////////////////// LOGO SIGNATURE
//////////// SYMBOL Freedom, determination, and evolution are what the original founders envisioned for their brand. The boardsport company has always encouraged a spirit of individuality that is an important framework for rebranding Airwalk, and creating a symbol that encompasses all of these traits. The symbol utilizes these ideas, as well as glyphs from the logotype using angles and equally sized trapezoids.
The symbol should never be used smaller than 1 inch in height. Do not reproduce the logo symbol, logotype, or signature in a small size if poor quality or distortion is likely to result.
1 in
When the logo symbol or signature is represented two inches or less in height, increase the spacing between the shapes or the symbol by 2. If two inches in height or more, the spacing can remain as indicated in the logo anatomy specifications.
//////////// LOGOTYPE
AIRWALK BRAND STYLE GUIDE
The Airwalk logotype originally started with the typeface House Movements-Runway. However, the angles of several of the glyphs were inconsistent. Several of the glyphs were redesigned to better fit the brand aesthetic.
//////////// SIGNATURE
061
LOGO VARIATIONS For nearly thirty years, Airwalk has been the face of innovation and performance. Although the sport, and the brand itself, has waivered from time to time, Airwalk has continued to and will continue to set new records and break new boundaries. Looking forward to a new future, it is essential to reprioritize and concentrate on where the brand is headed and what it can do for the history of extreme sports. Airwalk refuses to be complacent in an era of innovation. With that comes that evolution of the Airwalk mark. Looking onwards to the future, the new mark displays sharp angles, shooting upwards, representing the three tiers of the Airwalk brand: street, sky and space. The rebrand not only hopes to aesthetically redirect Airwalk, but also situationally—in space that is. Breaking new ground not only in its current standings, but also in the future of extreme sports, pushing the boundaries of what is humanly possible.
062
//////////// INLINE Symbol and logotype, positioned in line with one another.
//////////// STACKED Symbol and logotype, stacked offset from one another.
//////////// STACKED Symbol and logotype, stacked inline with one another.
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO VARITAIONS
SIGNATURE //////////// INLINE
SIGNATURE //////////// STACKED
063
ANATOMY //////////// LOGOTYPE
ORIGINAL TYPEFACE The Airwalk logotype originally started with the typeface House Movements-Runway. However, the angles of several of the glyphs were inconsistent. Several of the glyphs were redesigned to better fit the brand aesthetic.
064
THE MARK //////////////////// LOGO ANATOMY AIRWALK BRAND STYLE GUIDE
CUSTOM DESIGNED LOGOTYPE The Airwalk logotype originally started with the typeface House Movements-Runway. However, the angles of several of the glyphs were inconsistent. Several of the glyphs were redesigned to better fit the brand aesthetic.
065
//////////// LOGO ANATOMY
066
067
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO VARITAIONS
068
069
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
//////////// LOGO RESTRICTIONS //////////// 01
//////////// 08
Do not substitute color, or use different color combinations from what is indicated.
Do not add a drop shadow or stylizing effect to the symbol or logotype.
//////////// 02
//////////// 09
Do not apply logo to a dark or black background when the logo color used is also dark.
Do not change the orientation or direction of the symbol or logotype of the logo.
//////////// 03
//////////// 10
Do not apply a texture or pattern to the symbol, or place on a busy background.
Do not substitute a different typeface for the logotype. The logotype must be used.
//////////// 04
//////////// 11
Do not rotate the symbol of the logotype or the signature of the logotype.
Do not outline the symbol or logotype to manipulate the appearance in any way.
//////////// 05
//////////// 12
Do not stretch the symbol, changing the proportions of the logo, in any way.
Do not change the proportions of the symbol to logotype, or vice versa. Do not change the relation between the two elements.
//////////// 06 Do not sqish or distort the symbol, changing the proportions of the logo, in any way.
//////////// 07 Do not add a gradient or more than one color to the symbol or logotype simultaneously.
070
02 03
04 05 06
07 08 09
10
11
AIRWALK BRAND STYLE GUIDE
01
12
071
THE MARK //////////////////// LOGO RESTRICTIONS
072
073
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
PART FOUR
VISUAL VERVE 074
COLOR PROFILES / TYPOGRAPHIC STANDARDS / IMAGE STYLE & STANDARDS / GRAPHIC STYLE / BUSINESS SYSTEM /
075
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
EVERY GREAT DREAM BEGINS WITH A DREAMER. ALWAYS REMEMBER, YOU HAVE WITHIN YOU THE STRENGTH, THE PATIENCE, AND THE PASSION TO REACH FOR THE STARS TO CHANGE THE WORLD. Harriet Tubman
076
077
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
COLOR PROFILE Airwalk uses strong and distinctive cool colors to personify the brand, which echoes the hip and bright colors of the 1980’s when the brand was born, but at the same time, reflects Airwalk’s modern and sleek future. As it is launched into the future of extreme sports, color plays a huge role in setting the mood, and can completely determine the aesthetic of the brand and what it embodies. The cooler color tones, such as blues: Eclipse, Velocity and Meteor Dust, and grays: Ballistics and Flux, elude to the futuristic and modern feeling of the brand. Creating a balance and contrast to the cooler tones are the bright pops of color, provided by the lime green, Cosmic. Although included in the color pallete, Supernova, the only warm color is used selectively, for accents and call-outs. Together, these colors combine to create the beginning of a new future for Airwalk—one that will allow the brand to rise above the rest, and be the leader in extreme sports.
078
Please note: Only use specified colors. Using alternate colors or tints of the indicated colors is highly prohibited.
THE VERVE //////////////////// COLOR PROFILE
//////////// COLORS IN USE
ECLIPSE
CMYK 95/80/50/50 Pantone 548C / 303 U
VELOCITY
CMYK 90/40/35/10 Pantone 2179C / 2221 U
METEOR DUST
CMYK 50/10/30/0
COSMIC
CMYK 30/0/85/0 Pantone 2300C / 2300 U
SUPERNOVA
CMYK 0/50/80/0 Pantone 7576C / 144 U
BALLISTICS
AIRWALK BRAND STYLE GUIDE
Pantone 5493C / 2232 U
CMYK 25/15/20/0 Pantone Cool Gray 4C Cool Gray 4U
079 FLUX
CMYK 70/65/60/55 Pantone 425C / 419 U
TYPOGRAPHIC STANDARDS
//////////// BODY TEXT
ALEO
light
ABC DEF G H I JK LM N O P Q RS T U V W X YZ ab cdefgh i j k l mnop q r st u v w xy z 01 2345 6 7 8 9 10 [{ ( < !@#$ % ^ & * ? ” ’/> ) } ]
ALEO
light italic
ABCDEFGHIJ K L M NOP Q R S T U V W X YZ ab cdefg h i j k lm n opqr s t u v w xy z 0 1234 5 67 8 91 0 [ {(< !@ # $ % ^ & * ? ” ’/ > ) } ]
080
AIRWALK BRAND STYLE GUIDE
THE VERVE //////////////////// TYPOGRAPHIC STANDARDS
Aa Aa
081
082
Aa Aa Aa
THE MARK //////////////////// LOGO ANATOMY
//////////// BODY TEXT
G OT H A M R O U N D E D
light
A B C DE FG HIJ KL M N O PQR ST UVWXYZ 012 3 4 5 67891 0 [ { ( < ! @ # $%^&*?” ’ /> )} ]
G OT H A M R O U N D E D
regular
A B C DE FG HI J K L M N O PQR ST U VWXYZ a b cd e fg hi j k l mno p q r stuvwxyz
AIRWALK BRAND STYLE GUIDE
a bcdefg h i j k l mn o p q rst uvwxyz
01 2 3 4 5 6789 1 0[{ ( < ! @ # $ % ^&*? ” ’ />)} ]
GOTHAM ROUNDED
bold
AB C DE F G HI J K L M N O PQR ST U VWXYZ a b cd e fg h i j k l m n o pqrstuvwxyz 01 234 5 67891 0 [{ (< ! @ # $% ^&*? ”’/ >) } ]
083
//////////// QUOTES & CALL-OUTS
DIN ENGSCHRIFT A B C D E F GHI JKLMN OP QR ST UVWXYZ a b c d e f g h ijk lmn op q rstuvwx yz 0 1 2 3 4 5 678910[ { ( <!@#$%^&*?” ’/>)}]
084
regular
THE VERVE //////////////////// TYPOGRAPHIC STANDARDS AIRWALK BRAND STYLE GUIDE
Aa The primary typeface is Hero and Hero Light, centrally used for headlines and large type. The typeface is almost always used in all uppercase, with few exceptions. The primary body typeface is Aleo. To compliment the primary typeface, Aleo is used in light and light italic, unless otherwise noted.
085
IMAGE STYLE & STANDARDS
PHOTOGRAPHY //////////// BLACK & WHITE 086
THE VERVE //////////////////// PHOTOGRAPHY STYLE & STANDARDS
ELEVATING AIRWALK INTO THE TWENTY SECOND CENTURY
087
088
THE VERVE //////////////////// PHOTOGRAPHY STYLE & STANDARDS
Apart from full-color photography, another photography styles utilized is to treat photos with a duotone or black and white. Duotone photos must be one-part Eclipse, with one-part of any of the bright colors listed on the color standards. Both black and white photos and duotone photos may need to be enhanced for optimal end result. Adjustments in contrast and brightness is to be expected.
AIRWALK BRAND STYLE GUIDE
PHOTOGRAPHY //////////// DUOTONE
089
TEXTURE Textures utilized should be futuristic and/or metal/mechanical, or be representative of the elements involved in extreme sports.
ELEMENTAL PHOTOGRAPHY
090
Elemental photography showcases the environment that the extreme sports take place, such as the sky, clouds and mountains
PERSONAL PHOTOGRAPHY Personal photography depicts people performing extreme sports, in the appropriate environment
THE VERVE //////////////////// PHOTOGRAPHY STYLE & STANDARDS
Airwalk utilizes a number of photographic styles and treatments as part of the rebranded visual verve. In order to not only connect with the audience, but also connect with the sport—its intensity and thrill—Airwalk employs photographic textures, macro shots, personal photography, and landscape and elemental photography. Together these work in unison to bring the observer closer to what the brand feels like. Personal photography, which captures athletes either in the midst of their sport, or reflecting on their accomplishments provides a distinctive and private relationship between the audience and the brand. This style of photography has the power to make someone feel as though they are there in the moment, or desperately want to be.
AIRWALK BRAND STYLE GUIDE
//////////// PHOTOGRAPHIC STYLE
Elemental photography is used to relay the beauty and purity of the environments in which these sports take place. Although extreme, it is incredibly peaceful and calming to comprehend the grandeur that surrounds— whether it be a mountain landscape, the earth below, or the dry concrete surface upon which they skate. Lastly, textural macro photography captures yet another aspect of the sport that many take the time to inspect. The harsh cold metals. The damp soft snow. Although typically right under our feet, the elements and materials in which we interact—that make these sports possible—are neglected. These textural photos bring beauty to them, and help the audience connect the athlete to their tools.
Please note: Use only imagery provided to you. If necessary, only replace imagery with styles listed here, to marry with the brand standards and aesthetic.
091
GRAPHIC STYLE //////////// GEOMETRIC GRAPHICS
38ยบ
This triangular geometric shape, pulled from all of the angles of the logo are implemented as a graphic art and graphic elements throughout the brand identity for Airwalk, creating the primary graphic element.
092
Used as sharp shapes, layered backgrounds, and guiding angles, these graphics assist in instilling the visual verve of the brand throughout various forms of design.
90ยบ
AIRWALK BRAND STYLE GUIDE
120ยบ
093
THE VERVE //////////////////// GRAPHIC STYLE
BUSINESS SYSTEM
//////////// STATIONERY 094
095
AIRWALK BRAND STYLE GUIDE
THE VERVE //////////////////// BUSINESS SYSTEM
WHAT STOPP YOU? 096
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
T’S PING
097
098
099
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
PART FIVE
THE ARTIFACTS 100
BRAND EXTENSIONS / PERFORMANCE APPAREL / EQUIPMENT / COMPETITIVE ENGAGEMENTS / STIMULATION TRAINING / EXPLORATION /
101
102
THE MARK //////////////////// LOGO ANATOMY AIRWALK BRAND STYLE GUIDE
FASTER, FASTER, FASTER, UNTIL THE THRILL OF SPEED OVERCOMES THE FEAR OF DEATH. Hunter S. Thompson
0103
Mars Exploratorium
Space Excursion Exosphere Boots
Oxygenation Performance Treatment
Astronautics Apparel
100,000
Exosphere Space Center
Karman Board KÁRMÁN L I NE
Zero Gravity Training Atmospheric Dive
Aphelion: Open Air Games
[ K ILOM ETERS ]
A LT I T U D E
Atmospheric Exploration
Reflexive Training
Flight Suit
Predictable Technology
Jet Propulltion
Altitude Expedition
40,000 Sky Board G-Force Training
Free Falling
Snow Apparel Snowboard
6,000
Momentum: Competition
Safety Technology
Base Jumping
104 Velocity: Thrill Park Hover Board Casual Street Apparel Skate Shoes
0
Skateboard
Core: Skate Park
THE ARTIFACTS //////////////////// BRAND EXTENSIONS
For nearly the past thirty years, Airwalk has been a brand dedicated to high quality, low priced products, that help athletes do a better job at what they enjoy doing. However, the brands exploration has stalled at simply making products, when they could be involved in so much more. Rebranding Airwalk was not simply a superficial makeover, but rather a deep cleaning and re-purposing. Airwalk’s ideals and reputation has set up the extreme sports brand for a limitless amount of extensions, of which can be categorized within six general classifications: (A) Service, (B) Product, (C) Environment, (D) Experience, (E) Education, and (F) Event. Within these groups, Airwalk has developed extensions that reach from the ground to beyond the Kármán line that divides sky and space.
Service Education Product Environment Event
AIRWALK BRAND STYLE GUIDE
BRAND EXTENSIONS
Experience
Within these extensions, Airwalk covers every aspect of “air” extreme sports. Projecting thirty years into the future, as they become heavily invested in space integration, while still sticking with their roots at ground level, 0 kilometers.
The brand extension chart (left) pictures an y-axis of altitude, representing ground level at 0 km, mountain level where snow is present at approximately 6,000 km, standard commercial flight level at approximately 40,000 km, and the altitude at which the sky and space meet, known as the Kármán line at 100,000 km. Icons representing the different categorical extensions are placed throughout the chart symbolizing the brand offerings. Icon key pictured above.
105
ELITE APPAREL
106
107
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
CASUAL STREET CASUAL STREET / ACTIVE STREET ACTIVE SKY ACTIVE SPACE SAFETY
108
From the beginning, Airwalk has been known for their innovative, high-quality shoes. Slowly, causal apparel, outer wear and gear followed, all with the same goal in mind: comfort, style and durability. Especially with the exposure to the tough climates demanded of extreme athletes, quality clothing should be the last thing on a persons mind. Fashion and functionality combine harmoniously to create apparel that is ready for any condition. Airwalk has thus branched out into causal street apparel, which features a variety of t-shirts, button-ups, sweatshirts, pants, shorts, as well as various custom articles for specific sports.
THE ARTIFACTS //////////////////// ELITE APPAREL AIRWALK BRAND STYLE GUIDE
CAUSAL //////////// MEN’S APPAREL
Featured left is an assortment of men’s casual outer wear sweatshirts, available in various sizes, colors and styles. Above is from the outer wear causal collection, that features a wind breaker jacket, water resistant pants and highly durable leather boots.
109
0110
CAUSAL //////////// STREET HIGH TOPS
111
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// ELITE APPAREL
0112
0113
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
FLIGHT & SPACE APPAREL CASUAL STREET ACTIVE STREET ACTIVE SKY / ACTIVE SPACE / SAFETY
Airwalk commits the same quality to the high performance apparel as they do their causal attire. Performance and functionality is extremely important for the clothing and suits needed to meet the intense demands of sky diving, free falling and base jumping, and even more for the brave athletes that dive above the Kármán line at 100,000km altitude. After being produced from the highest quality materials, each article of clothing is rigorously tested, using methods and conditions experiences at various altitudes, and approved being sent out to consumers. The eighth inch thick canvas not only provides athletes with a durable suit, but the pad lined, patent pending interior adds a level of comfort that other brands cannot compete with. Additionally, the sky and interstellar apparel is supported with integrated equipment gear and technology, that works along side the clothing to ensure the optimal performance while high in the sky. The apparel was designed with your flight needs in mind, and therefore includes a variety of placement of hooks and anchors for any experience.
114
Pictured to the right: Airwalk’s high quality flight apparel on several sponsored extreme athletes, including a thick canvas jumpsuit and thermal wrapped protectant shirt and pants.
SKY //////////// FLIGHT SUITS & GEAR
115
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// ELITE APPAREL
SPACE //////////// INTERSTELLAR SUITS 0116
117
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// PERFORMANCE APPAREL
ACTIVE //////////// AERONAUTIC BOOTS 118
THE ARTIFACTS //////////////////// ELITE APPAREL
MADE FOR SPACE
ACTIVE STREET ACTIVE SKY ACTIVE SPACE / SAFETY
Along with the apparel and footwear that Airwalk offers on the ground, they are also highly known for their aeronautics and space clothing, including suits, boots and safety integrated gear. They are known as the leader among their competitors for performance, comfort and function. Aeronautic boots are designed specifically for altitudes above the Kรกrmรกn line at 100,000km altitude. The enclosure software integrated into the boot, allow for the boot to adhere to any Airwalk space jumpsuit, for an air tight safe closure, secure from the external elements. Adjustable fittings allow for an even higher level of customization for each athlete, and the padding interior and exterior provide the most comfortable fit and functionality possible, for any interstellar adventure. Additionally, the boots are offered in a variety of treads that are fit for any terrain, from flat to high, inch thick tread, you cannot go wrong. Newly released is the Airwalk all-in-one, that features all of the characteristics needed, including interchangeable fittings so athletes are prepared for an condition they happen to encounter. AIRWALK BRAND STYLE GUIDE
CASUAL STREET
119
DYNAMIC HEAD GEAR
ACTIVE //////////// SKY HELMET 120
121
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// ELITE APPAREL
EXPECTATIONS SOFTWARE CASUAL STREET ACTIVE STREET ACTIVE SKY ACTIVE SPACE SAFETY /
Top of the line technology accompanies almost every article of clothing sold by Airwalk to supplement each athletes performance. The technology not only amplifies the apparels performance, but also has built in software that aids in expectations of the athlete based on predictability. The secret behind the software, is that it is programed to each individual, and therefore learns behaviors, movements and recurrent actions. This aids in predicting how the athlete will react or move, and assist to make wiser choices, or alert the individual to any issues or problems that may arise. In that respect, the technology also assists is helping to improve performance and decisions, encouraging individuals to do certain actions certain ways for optimal performance and ultimately, newly trained motor memory. Overall, the expectations software and technology creates better, more prepared athletes for all of the conditions they encounter. The technology is available in all apparel, typically positioned in the arm sleeve of shirts, seen on the next page, with digital display. Additionally, optic glasses and integrated units for helmets and masks are available.
122
Pictured to the right is the Airwalk integrated head gear, designed to be worn under your helmet or space mask. Pictured on the next page, left, optically integrated alert and message system. Allows multitasking and improved performance. Next page, right, displays one of Airwalks most popular technology integrated clothing systems, that displays a digital screen in the arm of the clothing material.
SAFETY //////////// SOFTWARE
123
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// ELITE APPAREL
0124
//////////// TECHNOLOGY INTEGRATED CLOTHING
125
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// ELITE APPAREL
PERFORMANCE EQUIPMENT
126
127
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
SKATE DECK EVOLUTION SKATEBOARDS / LONG BOARDS / HOVER BOARDS / INDO BOARDS / SNOWBOARDS AERO BOARDS PARACHUTES DIVE PACKS
128
Since their start in 1986, Airwalk has evolved from the basic skateboard to boards that are made for performance in the skate park, down hill tracks and even for hover above the ground. Airwalk now offers a variety of boards, both wheel-bound and air borne, in different sizes, shapes, colors, and styles, so that each rider has the option to outfit their deck with what will suit their riding needs. As with the apparel, most boards also come with elements of safety and expectation software and technology for improved performance & safety precautions. In 2014 the development of the hover board set Airwalk above their competition, as they not only created a board able to lift independently off the ground, but made it with their athletes in mind. While other brands were simply trying to make something that would hover, Airwalk worked above and beyond to ensure their hover board would provide individuals the best rider experience possible, over a variety of terrains. The board is in its second stage of refinements, but should be available for use by athletes in the Airwalk Momentum games within the next two years.
Pictured to the right is the newest release from Airwalk. This long board design has fully integrated shocks, dual wheel axles and curved board for optimal riding.
129
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// PERFORMANCE EQUIPMENT
0130
0131
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
//////////// CUSTOMIZABLE SKATE 132
133
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// PERFORMANCE EQUIPMENT
134
//////////// HOVER BOARD
135
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// PERFORMANCE EQUIPMENT
SNOWBOARDS SKATEBOARDS LONG BOARDS HOVER BOARDS INDO BOARDS SNOWBOARDS / AERO BOARDS PARACHUTES DIVE PACKS
136
When snowboarding became popular in the early 2000â&#x20AC;&#x2122;s, Airwalk was the first to look into how the equipment could be made more comfortable and functional for the riders, developing the first boot at the time that allowed riders to shred the mountain for long periods of time. Their desire for high quality stands true to their boards and boots on the slopes today. Additionally, Airwalk has ventured into exploring the different types of snowboarding, the terrains, and the different kinds of snowboarders to better assist their athletes. After years of vigorous research Airwalk developed boards and boots designed for specific riders, with all of those important factors in mind. Recently released, Airwalk offers boots and bindings for terrain types: slope, powder and back country; ride: goofy and regular; and weight bearing and pressure, determine by an Airwalk stabilizer at your local Airwalk retailer. With these factors in mind, an absolute, near perfect fit can be designed for the individual rider for incredibly efficient and comfortable ride-ability under any condition they prefer.
//////////// SNOWBOARDS
137
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// PERFORMANCE EQUIPMENT
//////////// SNOWBOARDS 0138
0139
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
//////////// PARACHUTE & DIVING TECHNOLOGY
140
141
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
0142
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// PERFORMANCE EQUIPMENT
IT ALWAYS SEEMS IMPOSSIBLE UNTIL IT’S DONE.
Nelson Mandela
143
144
THE MARK //////////////////// LOGO ANATOMY
AERONAUTICS
LONG BOARDS HOVER BOARDS INDO BOARDS SNOWBOARDS AERO BOARDS / PARACHUTES / DIVE PACKS /
Airwalkâ&#x20AC;&#x2122;s integration into the aeronautics was a long time coming. Since the company began in 1986, is was the dream of Airwalk to take boarding and athletics to new heights and new altitudes. Today aeronautics include sky diving, free falling, air surfing, base jumping, and space escalation, or interstellar diving. With the integration into the high altitude sports, comes a whole new line of boards and equipment. Aero dynamic boards was one of the first to be developed by Airwalk, which allowed free falling through the air, not any more difficult than riding on a hover board or snowboard. Although the resistance is intensified, the curvature and shape of the Airwalk aero board, allows for optimal movability through the thinner higher altitudes, as well as the lower skyâ&#x20AC;&#x2122;s. With free falling and sky diving comes with the need for parachutes, dive packs and safety equipment. Like all of the Airwalk gear, all air equipment has fully integrated safety technology, and then some. With an extra level of safety, so that if something does go wrong, there is always a plan B. Airwalk parachutes and dive suits offer top of the line material, straps, clips and harnesses that ensure a safe and comfortable dive. All equipment is tested with a 200-point inspection before being cleared for take off.
AERO //////////// SKY DIVING & PARACHUTES
AIRWALK BRAND STYLE GUIDE
SKATEBOARDS
145
COMPETITIVE ENGAGEMENTS
146
147
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
MOMENTUM MOMENTUM / SNOW PARK BACK COUNTRY HALF-PIPE
OPEN AIR GAMES AERO RACING ROCKETEERING INTERSTELLAR
148
Over the years, as extreme sports progressed, so did the competitions that kept athletes hungry. As a pioneer in street and snow, and a leading innovator in space sports, Airwalk has always been on the forefront of such competitive events, starting Momentum in 2016. Momentum is renowned for being bigger and better than any Olympic or X-Games event that has ever come before it, due to the extreme nature of these events. Starting in 2019, Momentum was brought into the stratosphere shortly after Airwalk successfully built a first of its kind space station, called the Exosphere. The space station has allowed Momentum to reach new heights and literally break through the atmosphere to new levels of what we like to consider extreme.
ESTABLISHED //////////// 2016
149
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
150
SPONSORED ATHLETE //////////// 2020
THE ARTIFACTS //////////////////// COMPETITIVE ENGAGEMENTS
You do not have to be a sponsored Airwalk team member to partake in the competition, however it is the goal and dream of almost all of them. The Momentum Airwalk team is comprised of a select few of the best riders in the world, and offers them an opportunity to compete with riders from different sponsorships and teams.
AIRWALK BRAND STYLE GUIDE
The X-Games are long gone after Airwalk’s Momentum hit the scene—not only capturing the attention of fans and fanatics, but also drawing in a key crowd of extreme athletes.
151
0152
0153
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
NO VALID PLANS FOR THE FUTURE CAN BE MADE BY THOSE WHO HAVE NO CAPACITY TO LIVE FOR NOW. Alan Watts
0154
155
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
156
157
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// COMPETITIVE ENGAGEMENTS
158
OPEN AIR GAMES //////////// AERO RACING
159
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// COMPETITIVE ENGAGEMENTS
APHELION: OPEN AIR GAMES MOMENTUM /
After the excitement of the Momentum annual snowboard competition, Airwalk was excited to get more competitive engagements up in the air, SNOW PARK and thus formed the open Air games for all aeronautic sports. With the BACK COUNTRY added anticipation of the Open Air games, more aero sports and competiHALF-PIPE tions are being added every year. Currently, the top events are Aero Racing, OPEN AIR GAMES / Rocketeering, and Intersellar Trials. AERO RACING ROCKETEERING INTERSTELLAR
Intersellar competitions are held on the Airwalk Exoshere Space Station, located just vertical of the Kรกrmรกn line at 100,000km altitude, to allow for optimal diving from the space atmosphere. Each event calls for a specific altitude in which the competition begins, and also where it ends, and chutes are called to be pulled. All athletes that compete are fully trained and have at least five years of experience in the specific event. To date, Interstellar Trails is by far the most engaging and exciting race for spectators, as is a multiple person race from approximately 25 miles up. Racers tend to travel anywhere between 100 and 200 miles per hour, and have approximately ten minutes of racing time until chutes are required to be pulled. Rocketeering and Aero Racing are similar events, both with the option of individual or multiple person events. These however, take place below the Kรกrmรกn line and therefore are much shorter trials. For these jumps, the extreme altitude requires the athletes to wear a specially designed, fully pressurized astronaut-type pressure suit, or space suit. Without it, their blood would have boiled within seconds of exposure to the near airless atmospheric conditions at those altitudes. These high tech suits are all designed by Airwalk.
160
OPEN AIR GAMES //////////// INTERSTELLAR TRIALS
161
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
OPEN AIR GAMES //////////// ROCKETEERING 162
163
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
STIMULATION TRAINING
164
165
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
ZERO GRAVITY CONDITIONING ZERO GRAVITY / CAPABILITY OPEN AIR DIVING
The stimulation training generally takes place in two parts, one in the sky and one in the Airwalk labs, where athletes can hone in on exercises for when they enter open air diving or at altitudes above the Kármán line at 100,000 km in altitude. The Airwalk labs has, among others, Zero Gravity training and Performance Training, that takes into account one’s agility, stabilization, balance and spatial awareness. The Zero Gravity conditioning at Airwalk has several different programs in which athletes can explore weightless flight, and because of its relatively safe environment, the conditioning is open to all performance and age levels. In fact, the Zero Gravity conditioning is typically the best stimulation training for beginners or interested individuals to begin.
166
Airwalk Zero Gravity participants are pictured to the right, in an activity where they were encouraged to explore the dynamics of anti-gravity simulation and how their bodies, as well as other objects react under certain conditions.
167
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// STIMULATION TRAINING
168
//////////// ZERO GRAVITY TRAINING
169
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// STIMULATION TRAINING
0170
0171
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
172 Pictured above is Airwalkâ&#x20AC;&#x2122;s elite facility in which a group exercise Capability coaching is taking place.
THE ARTIFACTS //////////////////// STIMULATION TRAINING
CAPABILITY COACHING CAPABILITY / OPEN AIR DIVING
Capability training is one of the more important stimulation training offered at the Airwalk facilities, where individuals are instructed to hone in on such practices as: balance, coordination, stability, reflexology, agility and spatial awareness. These are explored through a variety of methods, but one of the most popular is group training and team building. This helps individuals recognize ideas that they would typically overlook, and also creates a collaborative environment in a relatively independent sport genre. This type of stimulation training has been shown to help athletes improve the most in overall performance, as they become more in tune with how their bodies work and function best. Athletes are encouraged to explore all capabilities offered at the Airwalk facilities, as they all add and have the ability to work in unison to create the most successful individual possible. All of the capability exercises were designed by the Airwalk research team, and can be customized to beginner athletes, all the way up to expert. Although the exercises can be completed individually, it is promoted to accomplish the full set of skills for better overall performance.
AIRWALK BRAND STYLE GUIDE
ZERO GRAVITY
173
0174
0175
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
176
//////////// CAPABILITY COACHING
177
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// STIMULATION TRAINING
BALANCE COORDINATION REFLEXOLOGY AGILITY STABILIZATION
0178
Airwalk Capability Coaching encourages an abundance of skills that aid in necessary stimulation training, including coordination and spatial awareness that help athletes perform their best.
179
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// STIMULATION TRAINING
180
THE MARK //////////////////// LOGO ANATOMY
OPEN AIR DIVING Stimulation training began as a method to condition individuals to anti-gravity and free falling exercises. During the re-projection of Airwalk, the company started getting heavily involved in the understanding and research behind how our bodies react and how best to prepare them for extreme activities, such as those offered by Airwalk.
ZERO GRAVITY CAPABILITY OPEN AIR DIVING /
Open air diving has been one of Airwalkâ&#x20AC;&#x2122;s fastest growing sports, and therefore one of the key activities for stimulation training. Open air activities includes sky diving, aero boarding, base jumping and free falling. The stimulation for these open air sports is the gravitational pull, as the athletes are either dropped from high altitudes, or leap from predetermined heights at various Airwalk base jumping facilities.
AIRWALK BRAND STYLE GUIDE
The stimulation training involved in these sports help athletes explore both the physical and psychological stresses of the activity, and allows for learning opportunities to train athletes how to perform best under these conditions.
Open air sport, free falling, pictured to the left.
181
//////////// OPEN AIR DIVING 182
183
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// STIMULATION TRAINING
OUR GREATEST WEAKNESS LIES IN GIVING UP. THE MOST CERTAIN WAY TO SUCCEED IS ALWAYS TO TRY JUST ONE MORE TIME. Thomas A. Edison
0184
0185
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
186
THE ARTIFACTS //////////////////// STIMULATION TRAINING
BASE JUMPING ZERO GRAVITY
Base jumping is one of the most highly specialized sports, as it takes an incredibly prominent level of training and accuracy to perform, as well as the optimal conditions. Athletes train for years before they can be considered for this type of stimulation training, and only a small number of approximately 20 individuals get to participate every year. Athletes typically start out at one of Airwalk’s training facilities, where they work closely with an expert instructor who covers the physical science behind the jump, as well as the physical actions. Troubleshooting is also a very important part of the training process, so in addition to safety and prediction courses, athletes are also conditioned to the worst case scenario. Airwalk’s prediction software is likely the reason the success and safety rate has remained so high, with absolutely zero cases of a fatal incident. The stimulation training generally takes place in two parts, one in the sky and one in the Airwalk labs, where athletes can hone in on exercises for when they enter open air diving. The Airwalk labs has, among others, Zero Gravity training and Performance Training, that takes into account one’s agility, stabilization, balance and spatial awareness.
Pictured to the left is Airwalk’s expert stimulation training instructor, performing base jump out of the Airwalk facility in the Grand Canyon.
AIRWALK BRAND STYLE GUIDE
Airwalk has several base jump facilities, with mapped out drop patterns, safety precautions and training premises, that allow athletes to partake in CAPABILITY gravitational stimulation training. This is one of the more successful forms OPEN AIR DIVING / of stimulation training due to the various psychological factors involved, that can impact physical performance.
187
0188
0189
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
LEARNING & EXPLORATION
190
191
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
0192
0193
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
0194
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// LEARNING & EXPLORATION
EXOSPHERE SPACE CENTER
EXOSPHERE /
EXPLORATORIUM
195
NEVER TELL ME THE SKY IS THE LIMIT, WHEN THERE ARE FOOTPRINTS ON THE MOON 0196
197
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
//////////// EXOSPHERE SPACE STATION The Exosphere Airwalk space station is utilized for a variety of purposes, as it is generally located just vertical of the Kรกrmรกn line at 100,000 km in altitude. Exceptionally, the space center is not stationary, but rather is constantly moving for its various functions and purposes. Therefore, the ship is equipped with seating and sleep bunks for up to 750 passengers, and 100 technicians, mechanics, staff and pilots. Stretching the length of a football field, the Exosphere is composed of three stories, and contains and launch and receiving pad, as well as a platform for all athletic events. Primarily, the Exosphere functions at the medial destination for those traveling up to the Airwalk Exploratorium and Mars Base Camp via the Airwalk TransAERO. Additionally, it is used as the launch pad of all space dive events and is the prime location of the higher altitude, Aphelion Open Air Games. Due to the limited seating of the craft, it is a more costly excursion. However, the destinations offered by Airwalk make it worth it.
198
Pictured is the interior of the Exosphere Space Station, where passengers are equipped with luxury seating, entertaining and learning activities.
199
AIRWALK BRAND STYLE GUIDE
THE ARTIFACTS //////////////////// LEARNING & EXPLORATION
0200
BASE CAMP //////////// MARS
201
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
EXPLORATORIUM EXOSPHERE EXPLORATORIUM /
Located on Mars, the Airwalk Exploratorium is the furthest human destination along the Airwalk excursion path, which encompasses an enormous 48,000 sq ft facility that holds various sport spaces, learning and exercise amenities, and a luxury and state-of-the-line hotel. Due to week long excursions, the exploratorium has almost anything that one could need, and prides itself on being a self-sufficient facility. The sport spaces are similar to those found at the earth-bound Airwalk facilities, which include Zero Gravity Training, Capability Coaching and Simulation Exercises. Additionally, because of the facilities location, voyages into the atmosphere are possible, after initial training.
202
THE ARTIFACTS //////////////////// LEARNING & EXPLORATION AIRWALK BRAND STYLE GUIDE The Exploratorium is a full-enclosed, air-tight, and self-sufficient explorium on Mars that is approximately 48,000 square feet of learning and sport activities.
203
204
The Exploritorium activity center, where people can partake in a variety of exercises to explore not only the extreme sports offered by Airwalk, but also space in general.
THE ARTIFACTS //////////////////// LEARNING & EXPLORATION
//////////// LEARNING FACILITY The Exploratorium houses a number of activity facilities for individuals visiting and exploring the planet. They include sport related activities, as well as facilitated learning that helps people better understand the elements in which Airwalk sports take place, as well as space in general.
Ropes courses are among the favorite exercises in our space environment, where individuals can have yet another way to explore gravity and the weightless flight that takes place in space. Other activities offered are those similar to the provided on earth, including Zero Gravity Training, Capability Coaching and various simulations. The Exploratorium also gives individuals the opportunity to safely venture into space the adequate training and a space guide.
AIRWALK BRAND STYLE GUIDE
The exploratorium gives people, interested tourists and athletes alike to enter and explore our universe, and better understand our universe. Due to the fast-paced growth of Airwalk and companies that have similar space-driven goals, Airwalk finds it important for people to fully understand and enjoy space and everything that it offers, especially when it comes to extreme sports and the Airwalk brand.
205
0206
0207
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
0208
THE MARK //////////////////// LOGO ANATOMY
André Gide
AIRWALK BRAND STYLE GUIDE
MAN CANNOT DISCOVER NEW OCEANS UNLESS HE HAS THE COURAGE TO LOSE SIGHT OF THE SHORE
0209
210
THE ARTIFACTS //////////////////// LEARNING & EXPLORATION AIRWALK BRAND STYLE GUIDE The exploratorium serves not only as an exceptional facility for learning, but also provides access to the scenery of space, with expansive glass windows and viewing rooms.
211
0212
0213
AIRWALK BRAND STYLE GUIDE
THE MARK //////////////////// LOGO ANATOMY
214
INDEX //////////////////// IMAGE REFERENCE
SignElements Contributer Photographs:
AIRWALK BRAND STYLE GUIDE
IMAGE REFERENCE
//////////// PAGES 4 / 8 / 10 / 12 / 14 / 20 / 24 / 28 / 30 / 32 / 38 / 44 / 50 / 52 / 54 / 58 / 68 / 72 / 74 / 76 / 84 / 86 / 88 / 90 / 91 / 100 / 102 / 106 / 112 / 116 / 120 / 126 / 130 / 134 / 138 / 140 / 142 / 144 / 146 / 148 / 150 / 152 / 154 / 158 / 162 / 164 / 170 / 174 / 180 / 184 / 188 / 190 / 192 / 194 / 196 / 200 / 203 / 210 / 212
215 Flickr Contributer Photographs: //////////// PAGES 22 / 34-37 / 41-43 / 60 / 90 / 108-109 / 110 / 118 / 120 / 125 / 128 / 167 / 168 / 172 / 176 / 179 / 186 / 195 / 198199 / 204 / 206