Billabong—Visual Development Guide [GR604 Student Project]

T H E N AT U R E O F I D E N T I T Y

BILLABONG REBRANDING

BILLABONG REBRANDING

CONTENTS

01

02

VISUAL RESEARCH

LOGO DEVELOPMENT

Identity History

09

Key Phrases

14

The New Concept

11

Initial Sketches

17

Further Sketches

32

Digital Refinement

41

Finalization

46

03

04

FINAL LOGO

VISUAL GUIDE INSPIRATION

The Final Logo

52

Summary

62

Similar Logos

56

Inspiration Analysis

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BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

“WE DESIRE TO INSPIRE THE YOUTH AND PROGRESS AS THE WORLD AROUND US EVOLVES.” — Billabong

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VISUAL DEVELOPMENT GUIDE

VISUAL RESEARCH

Identity History The New Concept

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BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

PASSION. PURPOSE. PROGRESS...

CHAPTER 1 // VISUAL RESEARCH

IDENTITY HISTORY

IDENTITY HISTORY

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As the company explains on its official website, the waves “run the same way and are motionless.” One of the waves symbolizes the sea, while the other symbolizes the sport of surfing, which has always been the inspiration behind Billabong products.

For decades, the core of the Billabong logo has been the depiction of two waves. The typography and the position of the elements have been modified

The name “Billabong” was adopted to create a connection with the company’s Australian roots.

In Wiradjuri, an aboriginal language, the word “bilaban” refers to a creek that runs during the rainy season. Also, the word “billabong” has another translation, “an oasis.”

The company has used several versions of its emblem. As of 2020, the brand’s website features

more than once.

the double wave symbol without the lettering.

Billabong International Limited was established in

You can also come across versions where the symbol

1973. It is a surf company specializing primarily in clothing. The centerpiece of the design is a rectangle housing two stylized waves. As the company explains on its official website, the waves “run the same way and are motionless.” One of the waves symbolizes the sea, while the other symbolizes the sport of surfing, which has always been the inspiration behind Billabong products.

is paired with the lettering “Billabong.” In some of them, the wave emblem has a black outline. The word “Billabong” can be written in a plain sans or in a more intricate type where the “L’s” and “A” partly overlap. Apparently, in this way, the Billabong logo symbolically refers to the legendary triple-stitching technique that made is products popular.

BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

CHAPTER 1 // VISUAL RESEARCH

THE NEW CONCEPT

THE NEW CONCEPT

+ Natural

Fulfilled and Positive

After rebranding, Billabong will no longer be limited to surfing, and will instead focus on more diverse outdoor experiences. Therefore, Billabong's new logo will focus on expressing natural outdoor experiences and the positivity they can provide. The new logo will combine the natural graphical elements with abstract symbols to show the new vision of the Billabong brand. Our mission for the future is to foster the connection between humans and nature by enhancing the outdoor experience and providing opportunities for a more diverse range of activities, thereby motivating people to enjoy nature, maintain their passion for life, and live in a more fulfilling way. The new logo will show our brand attributes and values more intuitively.

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VISUAL DEVELOPMENT GUIDE

VISUAL DEVELOPMENT

Key Phrases Initial Sketches Further Sketches Digital Refinement

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BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

KEY PHRASES Armed with a strategic direction, we begin to give visual form to the brand. We will by evolving our initial keywords into “key phrases” that will be used to guide the visual development of the new Billabong brand.

EXPERIENCE Meaningful and unforgettable experiences outdoors

CONNECT The connection between humans and nature

PASSIONATE Always passionate and positive in the face of life

CHAPTER 2 // VISUAL DEVELOPMENT

KEY PHRASES

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BILLABONG REBRANDING

DON'T BE AFRAID TO FALL, BE AFRAID NOT TO TRY...

VISUAL DEVELOPMENT GUIDE

CHAPTER 2 // VISUAL DEVELOPMENT

INITIAL SKETCHES

ROUND 1 SKETCHES

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Initial Sketches Now, it is time to explore new looks for the brand by hand-sketching marks through the three key phrases. Based on our three key phrases, we condense the brand concept into graphic symbols. The first round of sketches is a brainstorming process; the purpose is to explore the most suitable visual direction for the brand. These sketches fall into three main categories: symbolic marks, graphic marks, and word marks.

BILLABONG REBRANDING

KEYPHRASE-1 Experience Meaningful and unforgettable experiences outdoors

Graphic Marks Symbolic Marks Word Marks

VISUAL DEVELOPMENT GUIDE

CHAPTER 2 // VISUAL DEVELOPMENT

INITIAL SKETCHES

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BILLABONG REBRANDING

KEYPHRASE-2 Connect The connection between humans and nature

Graphic Marks Symbolic Marks Word Marks

VISUAL DEVELOPMENT GUIDE

CHAPTER 2 // VISUAL DEVELOPMENT

INITIAL SKETCHES

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BILLABONG REBRANDING

KEYPHRASE-3 Passionate Always passionate and positive in the face of life

Graphic Marks Symbolic Marks Word Marks

VISUAL DEVELOPMENT GUIDE

CHAPTER 2 // VISUAL DEVELOPMENT

INITIAL SKETCHES

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BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

CAMP 1 Experience In the “experience" camp, I focus on expressing meaningful outdoor experiences and the infinite possibilities of nature through certain symbols and graphic elements. These graphic marks include abstract patterns of landscapes and different combinations of natural graphic elements with the letter B.

CHAPTER 2 // VISUAL DEVELOPMENT

INITIAL SKETCHES

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BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

CAMP 2 Connect In the “connect” camp, I focus on expressing the close connection between humans and nature. Therefore, I try to show this relationship through different combinations of graphic elements. All sketches are used to express one idea that we are part of nature.

CHAPTER 2 // VISUAL DEVELOPMENT

INITIAL SKETCHES

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BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

CAMP 3 Passionate The new Billabong will inspire people to constantly challenge themselves, maintain their passion for life, and live more positively. Therefore, I try to portray this mood in the “passionate� camp. I use some graphic symbols such as the wing and arrow shapes to show the positive philosophy and lively style involved in outdoor sports.

CHAPTER 2 // VISUAL DEVELOPMENT

INITIAL SKETCHES

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BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

“LOOK DEEP INTO NATURE, AND THEN YOU WILL UNDERSTAND EVERYTHING BETTER.” — Albert Einstein (German-born Theoretical Physicist)

CHAPTER 2 // VISUAL DEVELOPMENT

INITIAL SKETCHES

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BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

ROUND 2 SKETCHES

Further Sketches In the first round of sketches, we generate three key phrases based on the new Billabong keywords: experience, connect, and passionate. These key phrases are used to guide our visual direction and sketch ideas. Around these three key phrases, we generate many diverse visual identity inspirations.

Thereafter, we collect our best sketch ideas and narrow them down into three camps. In the second round of sketches, we choose the strongest direction and continue to explore it. We refine and optimize sketches step by step and gradually produce the best visual identity solution.

CHAPTER 2 // VISUAL DEVELOPMENT

FURTHER SKETCHES

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BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

FURTHER SKETCHES

Selected Direction:

Experience

Compared to the other two camps, the “experience” camp shows Billabong’s brand soul more effectively.

Therefore, I choose this camp to symbolize and further explore meaningful outdoor experiences. In this section of the sketches, I absorb my experience in the first round of sketches. I play with the initial B, and I try to express the natural experience through simpler and more intuitive graphics and symbols.

CHAPTER 2 // VISUAL DEVELOPMENT

FURTHER SKETCHES

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BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

DIGITAL SKETCHES In the digital sketches section, we choose 10 sketches with the most potential and further refine them through the computer.

At this stage, the details of sketches are gradually revealed.

To enhance the connection with the brand while embodying the concept of the logo, I try more to combine the letter B with graphic elements that symbolize nature.

Experience Meaningful and unforgettable experiences outdoors

CHAPTER 2 // VISUAL DEVELOPMENT

FURTHER SKETCHES

These digital sketches include intuitive graphics and symbols, but they all express a common theme, which is to inspire people to live more fulfilling lives by experiencing the infinite possibilities of nature. The next step is to choose more potential marks from these sketches to explore and refine them in the digital version.

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VISUAL DEVELOPMENT GUIDE

“NOW I SEE THE SECRET OF MAKING THE BEST PERSON, IT IS TO GROW IN THE OPEN AIR AND TO EAT AND SLEEP WITH THE EARTH.” —Walt Whitman (American Poet, Essayist, and Journalist)

CHAPTER 2 // VISUAL DEVELOPMENT

FURTHER SKETCHES

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BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

CHAPTER 2 // VISUAL DEVELOPMENT

D I G I TA L R E F I N E M E N T

ROUND 3 SKETCHES

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Digital Refinement In the sketches at this stage, we select the three most solid and promising logo prototypes from the round 2 digital sketches and proceed to the next step of improvement. In the third round of sketches, we refine the logo's details and start to consider coordination with the type and the color scheme.

BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

DIGITAL REFINEMENT

BILLABONG

BILL AB ONG

CHAPTER 2 // VISUAL DEVELOPMENT

D I G I TA L R E F I N E M E N T

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DIGITAL REFINEMENT

VISUAL DEVELOPMENT GUIDE

CHAPTER 2 // VISUAL DEVELOPMENT

D I G I TA L R E F I N E M E N T

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BILLABONG REBRANDING

FINALIZATION

Design 1

VISUAL DEVELOPMENT GUIDE

CHAPTER 2 // VISUAL DEVELOPMENT

F I N A L I Z AT I O N

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BILLABONG REBRANDING

FINALIZATION

Design 2

VISUAL DEVELOPMENT GUIDE

CHAPTER 2 // VISUAL DEVELOPMENT

F I N A L I Z AT I O N

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VISUAL DEVELOPMENT GUIDE

THE FINAL LOGO

The Final Logo Similar Logos

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BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

THE FINAL LOGO

+ Forest

+ Ocean

The purpose of Billabong’s new logo is to illustrate the meaningful and unforgettable experiences that can be had outdoors and to motivate people to experience nature and feel the positivity of the outdoor sports. Therefore, the logo uses the natural graphical elements of the tree and the wave, which are cleverly combined with the letter “B.” The new logo symbolizes Billabong’s expansion of brand scope, and it conveys Billabong’s new vision of encouraging people to live to the fullest by inspiring them with the endless possibilities of nature.

B Letter B

CHAPTER 2 // VISUAL DEVELOPMENT

D I G I TA L R E F I N E M E N T

CMYK:70, 15, 25, 0

CMYK:0, 55, 70, 0

CMYK: 95, 75, 40, 30

RGB: 40, 170, 190

RGB: 255, 140, 90

RGB: 30, 60, 90

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BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

“ALL MY LIFE THROUGH, THE NEW SIGHTS OF NATURE MADE ME REJOICE LIKE A CHILD.” — Marie Curie (Naturalized-French Physicist and Chemist)

CHAPTER 2 // VISUAL DEVELOPMENT

FURTHER SKETCHES

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BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

SIMILAR LOGOS In this section, we find some real company logos that are similar to the logo we are currently developing. Comparing the similarities and differences among these logos and the new Billabong logo helps avoid duplication of our designs with existing logos. For Billabong’s similar logos research, I focus on logos that combine the letter B or use simple graphics to reflect nature.

Bitcoin Bitcoin combines the letter B and the $ mark to symbolize money.

Bem BEM—Block Element Modifier uses symbol B composed of line elements to show its flexible and Modular characteristics.

Bauer Bauer Hockey uses the letter B's graphic to symbolize the hockey stick and its highspeed movement.

CHAPTER 2 // VISUAL DEVELOPMENT

Booking Com

SIMILAR LOGOS

Black Coin

Blackberry 56 / 57

The Booking Com's logo is minimalist and balanced. Evoking a pleasant friendly feeling, its logo features two different shades

Intuitively showing its money related function in a minimalist way.

third columns form two letters “B” in negative space. B for Black and B for Berry.

of blue and no extra details.

Bergen Brunswig

Figures in the first and the

Bajaj

Bing

Another form of cut and

The Bajaj “B” repeats the

deformation of the letter B.

contours of the hexagon frame

“B” with bold straight bars and

and looks very geometric and

sharp cuts of the letter-parts.

symmetrical.

The logo is a stylized letter

BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

SIMILAR LOGOS

Basecamp

Quiksliver

Koloa Surf

Basecamp uses lines to

Quiksilver uses graphics of the

The graphic of waves is used

express the mountain and

wave and high mountain to rep-

to represent surfing.

the tent, which are used to

resent surfing and snowboarding,

reflect camping.

the two activities where Quiksilver products are often used.

Mountain Safety Research

Breitling Energy

Sea Ray

MSR uses a simple and geomet-

Breitling Energy uses a natural

Sea Ray uses the wave graphic

ric mark to draw the shape

line graphic to form a drop

shape to form the letter R which

of mountain.

shape to symbolize natural

is used to represent the sea

resources and oil.

and its brand name.

CHAPTER 2 // VISUAL DEVELOPMENT

Wave Financial

SIMILAR LOGOS

Sea Crest School

ARTA 58 / 59

A simple and geometric shape

This is a sea view logo com-

ARTA uses the graphic elements

is used to represent the wave

posed of simple graphics.

of the sunrise and mountain to

and the letter W.

symbolize the future and hope.

Forum for the Future

Spring PetClinic

Forum for the Future uses the

Spring PetClinic uses the

This is another combination

interconnected natural and sim-

leaf shape combine with

of the natural pattern and

ple graphic symbol to symbolize

the circle to represent its

geometric figure.

freedom, communication, and

brand concept.

the future.

Diamond Peak

BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

VISUAL GUIDE INSPIRATION Summary Inspiration Analysis

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BILLABONG REBRANDING

SUMMARY

Visual Guide Inspirations Visual research is important for the establishment and development of a brand. When we build a visual identity system for a brand, a visual guide is essential to better communicate the brand's visual structure and standards to others.

In this section, we research and analyze some examples of the visual standards and draw inspiration from them. Through researching good visual standard examples, we will build a more rigorous and powerful visual guide.

VISUAL DEVELOPMENT GUIDE

C H A P T E R 4 / / V I S UA L G U I D E I N S P I R AT I O N

SUMMARY

WE ARE CONSTANTLY EXPLORING AND LOOKING FOR NEW INSPIRATIONS...

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INSPIRATION ANALYSIS

New Identity Introduction VMware's new identity introduction shows people the differences between the old and the new logo. This more intuitively conveys their evolution to their audience. Besides, VMware clearly explains the reason for a brand's updating and what it can do with the new brand so that we can better understand its new visions and visual inspiration.

Logo Anatomy Encore Careers wisely uses a representative circle instead of the letter X to represent the scale standard of the logo. This does not affect our understanding of the logo and highlights its characteristics, making it easier for people to remember the brand. Moreover, this design inspiration needs to be based on the logo's personality, and it may not be suitable for others.

C H A P T E R 4 / / V I S UA L G U I D E I N S P I R AT I O N

I N S P I R AT I O N A N A LY S I S

Type Specs In the typography section, Cadence uses an organized table to show the type specs. The whole page looks clean and detailed. It not only shows the usage of the type clearly but also displays the visual effect of the font under the standard color background. It is a good example of using a logical and eye-catching table to help people understand the size and effect of type.

Main ID colors Symantec has a highly detailed and organized division and explanation of its color palettes. It divides color palettes into four parts by usage, primary, secondary, print, and digital. Each color block also has specific color information. We can easily understand the composition and precautions of its color palette by its explanation. Besides, they also provide detailed examples of its color usage.

We can easily get the normative use of their color palette.

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INSPIRATION ANALYSIS

Logo Don'ts It is a clear and complete example of logo don'ts.

Through research on different visual guide examples, I find that the logo don'ts section should also be based on the company's characteristics. For the United Way's logo, the composition of the type and the graphic and its color scheme. Therefore, its logo don'ts are more inclined to show the wrong setting of type or wrong colors.

Alternate Versions of the Logo The Nueva School does a good job of displaying alternate versions of its logo. From this section, we understand their usage of the logo; we can see the logo's application with different colors or different backgrounds. I especially appreciate its creative application of the graphic symbol. Through these exquisite image samples, we can refamiliarize ourselves with its brand core and mood once again.

C H A P T E R 4 / / V I S UA L G U I D E I N S P I R AT I O N

I N S P I R AT I O N A N A LY S I S

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WE WILL NEVER STOP MOVING FORWARD...

VISUAL DEVELOPMENT GUIDE

C H A P T E R 4 / / V I S UA L G U I D E I N S P I R AT I O N

THE NEXT PHASE

THE NEXT PHASE

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In the Visual Development Guide, we detailed the process of developing a new logo which from generated inspirations to produce the final solution.

In the next part of the guide, the Vision Standard Guide, we will introduce the new overall visual system and the new extensions of the Billabong brand.

BILLABONG REBRANDING

VISUAL DEVELOPMENT GUIDE

This is a non-commercial student project for educational purpose and is not intended to represent or replace the original brand in any way.

BILLABONG REBRANDING GR604

The Nature of Identity

Source: Photo Credit: unsplash.com Text: billabong.com

Typography: Poppins DIN Condensed Roboto Slab

Software: Adobe Indesign

billabong.com

1000logos.net

VISUAL VISUAL STRATEGY DEVELOPMENT GUIDE GUIDE