Billabong—Visual Standards Guide [GR604 Student Project]

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

BILLABONG REBRANDING



BILLABONG REBRANDING


CONTENTS

01

BRAND INTRODUCTION

02

THE NEW LOGO

Brand History

09

The New Logo

16

The Original Logo

10

Logo in Black and White

18

Mission Statement

12

Logo Anatomy

20

Brand keywords

15

Clear Space

22

Logo Variations

24

Logo Sizing

26

Logo in Colors

28

Incorrect Usage

30


03

04

IDENTITY SYSTEM

FUTURE EXPANSIONS

Billabong Color Palette

36

Our Innovation

44

Billabong Typography

38

New Territories

46

Business System

40

Deliverables

56


BILLABONG REBRANDING

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“IT IS ALL ABOUT KEEPING IT SIMPLE. FINDING THE RIGHT PEOPLE. HAVING GOOD PRODUCT. THAT'S CRITICAL.” —Gordon Stanley Merchant (Founder)


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BRAND INTRODUCTION

Brand History The Original Logo Mission Statement Brand Keywords

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BILLABONG REBRANDING

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CHAPTER 1 // BRAND INTRODUCTION

BRAND HISTORY

BRAND HISTORY

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Founded in 1973 by Gordon and Rena Merchant, the company first traded on the Australian Securities Exchange in 11 August 2000. The name “Billabong” is derived from the Wiradjuri word “bilabaŋ” that refers to a “creek that runs only during the rainy season” As of September 2013, Von Zipper and Element were two of the prominent brands that Billabong owns. Honolua Surf Company, Kustom, Palmers Surf, Xcel, Tigerlily, Sector 9, and RVCA were the company's other brands. In 2018, Billabong International Limited was acquired by Boardriders, Inc, owner of rival brand Quiksilver.

From late 2012 onwards, following the company's decline in the period since 2008, Billabong International has been the subject of several protracted bidding and takeover processes in which the company’s former United States chief Paul Naude has been a participant. During one period, Billabong used a corporate turnaround strategy to return the company to profitability, which it achieved in 2014. In December 2016, former chief executive Matthew Perrin was found guilty of fraud and forgery by a jury in the District Court in Brisbane, and was sentenced to jail in January 2017.


BILLABONG REBRANDING

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THE ORIGINAL LOGO

As the company explains on its official website, the

The name “Billabong” was adopted to create a

waves “run the same way and are motionless.” One

connection with the company’s Australian roots.

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

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 depiction of two waves. The typography and

The company has used several versions of its

the position of the elements have been modified

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

is paired with the lettering “Billabong.” In some of

in clothing. The centerpiece of the design is a rect-

them, the wave emblem has a black outline. The

angle housing two stylized waves. As the company

word “Billabong” can be written in a plain sans or in

explains on its official website, the waves “run the

a more intricate type where the “L’s” and “A” partly

same way and are motionless.” One of the waves

overlap. Apparently, in this way, the Billabong logo

symbolizes the sea, while the other symbolizes the

symbolically refers to the legendary triple-stitching

sport of surfing, which has always been the inspira-

technique that made is products popular.

tion behind Billabong products.


CHAPTER 1 // BRAND INTRODUCTION

THE ORIGINAL LOGO


BILLABONG REBRANDING

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Mission Statement:

MOTIVATING PEOPLE TO LIVE TO TH E FULLEST BY INSPIRING THEM WITH THE ENDLESS POSSIBILITIES OF NATURE.


CHAPTER 1 // BRAND INTRODUCTION

M I S S I O N S TAT E M E N T

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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 lives, and living in a more fulfilling way.


BILLABONG REBRANDING

WE KEEP THINKING ABOUT WHERE WE BELONG AND WHERE WE ARE GOING...

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CHAPTER 1 // BRAND INTRODUCTION

BRAND KEYWORDS

BRAND KEYWORDS

EXPERIENCE Our goal is to provide people with new experiences of nature, to experience more fun, and more meaningful moments in the outdoor environment.

CONNECT We will continue to convey the idea that we are part of nature and to inspire people not only to perceive nature and learn from nature, but also to contribute to protecting it.

PASSIONATE We will inspire people to constantly challenge themselves, maintain their passion for life, and live more positively.

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THE NEW LOGO

The New Logo Logo in Black and White Logo Anatomy Clear Space Logo Variations Logo Sizing Logo in Colors Incorrect Usage

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BILLABONG REBRANDING

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THE NEW LOGO

+ Forest

+ Ocean

B Letter B

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 their lives to the fullest by inspiring them with the endless possibilities of nature.


CHAPTER 2 // THE NEW LOGO

THE NEW LOGO

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BILLABONG REBRANDING

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LOGO IN BLACK AND WHITE We will decide whether to use the black signature or the reverse signature based on logo size and background requirements. We divide it into ten levels based on the brightness and grayscale. We will use the black signature when the resulting grayscale color is 40 percent black or less. Otherwise, we will use the reverse logo.

Black Signature

Reverse Signature


CHAPTER 2 // THE NEW LOGO

LOGO IN BLACK AND WHITE

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Use black signature at contrast 40% or less

10% Black

50% Black

20% Black

60% Black

70% Black

30% Black

40% Black

80% Black

90% Black

100% Black

Use reverse signature at greater than 40%


BILLABONG REBRANDING

LOGO ANATOMY The logo anatomy clearly shows the structure and proportions of the logo. This will standardize the details of the logo and the proportions between the different components, thereby avoiding incorrect use of the logo.

V I S UA L S TA N DA R D S G U I D E


CHAPTER 2 // THE NEW LOGO

L O G O A N ATO M Y

9x

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9x

0.5 x

x

Vertical Version

3x

0.5 x x

3x

Horizontal Version


BILLABONG REBRANDING

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CLEAR SPACE To maintain the legibility and impact of our visual identity, it is important to leave a well-designed clear space around our logo, which intended to make the logo better stand out. In this section, we specify the minimum allowed amount of clear space. The clear space should not be smaller than this minimum value and can be increased according to the situation.

1.5 x

x 1.5 x

1.5 x

1.5 x

Vertical Signature

Symbol Only


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CLEAR SPACE

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x 1.5 x 1.5 x

Horizontal Signature

x 1.5 x 1.5 x

Horizontal Wordmark


BILLABONG REBRANDING

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LOGO VARIATIONS To better apply to a variety of carriers, there are four variations of the logo: vertical signature, horizontal signature, symbol only, and horizontal word mark. We will use the suitable logo form based on customers' needs.

Vertical Signature

Symbol Only


CHAPTER 2 // THE NEW LOGO

L O G O VA R I AT I O N S

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Horizontal Signature

Horizontal Wordmark


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LOGO SIZING The logo size chart shows the logo variations that correspond to different logo sizes. It helps to standardize the use of the logo and avoid the use of the wrong size logo, which can affect the recognition and visual effects of the logo.

Signature

Symbol Mark

Wordmark


CHAPTER 2 // THE NEW LOGO

Symbol Only

LOGO SIZING

Vertical Version

Horizontal Version

Horizontal Wordmark

ABOVE 150MM IN WIDTH

100MM IN WIDTH

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50MM IN WIDTH

30MM IN WIDTH

20MM IN WIDTH

10MM IN WIDTH

DO NOT USE BELOW 10MM


BILLABONG REBRANDING

LOGO IN COLORS Billabong's new logo is suitable for both dark and light backgrounds. Here, we have listed examples of logo in color. The colorful logos with light backgrounds are mostly used for businesses, while the reverse signature with dark backgrounds is mostly used on products.

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CHAPTER 2 // THE NEW LOGO

LOGO IN COLORS

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INCORRECT USAGE The examples in this section show the incorrect usage of the logo. The Billabong signature should never, under any circumstances, be represented or manipulated in any of following ways.

BILLABONG

Do not change the wordmark to any

Do not stretch or skew the signature

Do not use the incorrect color

Do not apply any effect to the

Do not rotate the signature

other typefaces

Do not change the proportion

signature


CHAPTER 2 // THE NEW LOGO

INCORRECT USAGE

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Do not outline the signature

Do not use the transparency

Do not change the orientation of the symbol

Do not use any shape or outline to

Do not use grayscale colors, only

Do not change any detail of

tightly surround the signature

use 100% black or 100% white for the

the symbol

monochrome signature


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“KEEP CLOSE TO

NATURE’S HEART AND

BREAK CLEAR AWAY,

ONCE IN A WHILE. WASH

YOUR SPIRIT CLEAN.” —John Muir (Scottish-American Naturalist, Author, Environmental Philosopher)


CHAPTER 2 // THE NEW LOGO

INCORRECT USAGE

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IDENTITY SYSTEM

Billabong Color Palette Billabong Typography Business System

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BILLABONG COLOR PALETTE The color palette of a brand plays an important role in brand recognition. It can make people intuitively perceive the concept, style, and mood of the brand. From Billabong’s color palette, we can connect it with its brand soul—encouraging people to live their lives to the fullest by inspiring them with the endless possibilities of nature.

CMYK: 95, 75, 40, 30

CMYK: 70, 15, 25, 0

RGB: 30, 60, 90

RGB: 40, 170, 190

Billabong Power Blue

Billabong Ocean Blue


CHAPTER 3 // IDENTITY SYSTEM

BILLABONG TYPOGRAPHY

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CMYK: 0, 55, 70, 0

CMYK: 40, 15, 10, 10

CMYK: 20, 5, 5, 0

RGB: 255, 140, 90

RGB: 140, 170, 190

RGB: 200, 220, 230

Billabong Passionate Orange

Billabong Sky Gray

Billabong Natural Gray


BILLABONG REBRANDING

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BILLABONG TYPOGRAPHY To better interpret Billabong's new brand tone—

Our secondary typeface is Roboto Slab—a natural

natural, engaging, and positive, we launch a new

and highly legible serif font that is used to create

typography system. Our primary typeface is

contrast with the primary typeface. This typeface

Poppins, which is a lively and strengthful geometric

is also used to represent the natural feeling

san serif font. This font represents Billabong's

of Billabong.

positive, energetic tone as an outdoor sports brand.

Primary Typeface Poppins

Poppins Secondary Typeface Roboto Slab

Roboto Slab


CHAPTER 3 // IDENTITY SYSTEM

BILLABONG TYPOGRAPHY

Poppins Bold Poppins Bold may be used for all types titles, pull quotes.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%%^&*()_+[]:”,.

Poppins Medium Poppins Medium may be used for large areas of body copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%%^&*()_+[]:”,.

Roboto Slab Bold Roboto Slab Bold may be used for subtitles, for emphasis within text.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%%^&*()_+[]:”,.

Roboto Slab Regular Roboto Slab Regular may be used for text with charts and diagrams.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%%^&*()_+[]:”,.

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CHAPTER 3 // IDENTITY SYSTEM

BUSINESS SYSTEM

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FUTURE

EXPANSIONS

Our Innovation New Territories Deliverables

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BILLABONG REBRANDING

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OUR INNOVATION PHYSICAL

MENTAL

PRODUCT

EDUCATION

[PR-01]

[ED-01]

[PR-02]

[ED-02]

BILLABONG MAGAZINE BILLABONG TREASURE HUNT APP

BILLABONG OUTDOOR TRAINING CAMP BILLABONG HEALTH TALK

[PR-03]

BILLABONG HEALTHY SNACKS

SERVICE

EVENT [EV-01]

BILLABONG NATURE CLEANUP EVENT

[SE-01]

[EV-02]

[SE-02]

[EV-03]

BILLABONG TRAVEL BILLABONG EXERCISE PLAN CUSTOMIZATION

BILLABONG CAMPING EVENT BILLABONG SPORTS MEET

[EV-04]

ENVIRONMENT [EN-01]

BILLABONG NATURAL ART CENTER

BILLABONG PLANTING EVENT

CO-BRAND [CO-01]

EXPERIENCE [EX-01]

BILLABONG OUTDOOR SLOW PACE

[EX-02]

BILLABONG OLD FOLKS MOUNTAINEERING CLUB

[EX-03]

BILLABONG OUTDOOR FITNESS

[EX-04]

BILLABONG FOREST CONCERT

BILLABONG & GOPRO: FIND SURPRISES

[CO-02]

BILLABONG & JEEP: FEEL FREE


CHAPTER 4 // FUTURE EXPANSIONS

O U R I N N OVAT I O N

INSPIRATION

[CO-01]

[EX-01]

[SE-01]

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[PR-02] [PR-01]

[EX-04]

[EX-02] [EN-01]

[EV-01]

[ED-01]

[EV-02] [SE-02]

[EV-04] [ED-02]

[PR-03]

[EV-03]

[EX-03]

EDUCATION

MOTIVATION


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[PR-01] PRODUCT

NEW TERRITORIES

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BILLABONG MAGAZINE Learn about the different charms of nature and anecdotes about outdoor sports. Billabong will regularly publish monthly magazine issues to convey the beauty of nature to people in a authentic way. People can learn more about outdoor sports and world travel through the Billabong Magazine.

MISSION-FOCUS Billabong Magazine reinforces our mission of inspiring people with the endless possibilities of nature by providing engaging reading materials.

SIMILARITIES Outside, Travel+Leisure

DIFFERENCES While showing nature, Billabong Magazine will stimulate people's interest in experiencing nature. For example, Billabong will publish interesting facts and tips about outdoor travel.

LINK TO Billabong Natural Art Center Billabong Travel

[PR-02] PRODUCT

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BILLABONG TREASURE HUNT APP

Find, explore, and share nature through the Billabong outdoor game app. Billabong will launch an outdoor treasure hunt app for people all over the world to participate in. People will win Billabong prizes by collecting photos and symbols of different objects in natures, including animals, plants, natural landscapes, constellations, etc. This app will use the game to encourage people to go outdoors, explore nature, and promote a connection with nature.

MISSION-FOCUS The Billabong Treasure Hunt app reinforces our mission of inspiring people to discover the endless possibilities of nature by providing an innovative way to explore nature and share happiness.

SIMILARITIES Instagram, PokĂŠmon

DIFFERENCES The Billabong Treasure Hunt app integrates the game and shares two main functions. Unlike virtual games, this app encourages people to collect and to find surprises in the natural environment.

LINK TO Billabong Camping Event Billabong Magazine

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[PR-03] PRODUCT

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[SE-01] SERVICE

BILLABONG HEALTHY SNACK

BILLABONG TRAVEL

Supply the energy and nutrition needed for sports

Get detailed, useful information on nature travel

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and travel outdoors.

around the world.

Billabong will launch a line of healthy snacks

After rebranding, Billabong will expand its brand

designed for sports enthusiasts and travel enthusiasts. This product will meet the needs of these two types of customers for food, such as low calorie, healthy, and easy to store. There will be many choices in terms of taste.

MISSION-FOCUS Billabong Healthy Snacks reinforces our mission of helping people better explore the endless possibilities of nature by providing them with nutrition and energy.

SIMILARITIES ZENB, Wellness Bar

DIFFERENCES The Billabong Healthy Snack not only has products to meet the needs of sports enthusiasts but also meet the needs of travel enthusiasts. These food products are specially designed for

scope and try to help more people have memorable and meaningful experiences in the natural environment through the tourism industry. Billabong will provide people with important information about nature tourism through travel services, such as maps, hotel information, local outdoor activities, and related precautions.

MISSION-FOCUS Billabong Travel reinforces our mission of inspiri n g people to live their life to the fullest b y i m p r o v i n g people's travel experiences and providing humanized travel services.

SIMILARITIES AndBeyond, Nature Backs

DIFFERENCES Different from ordinary travel companies, Billabong Travel is more inclined to help you navigate outdoor

outdoor activities.

nature, and outdoor activities during travel.

LINK TO

LINK TO

Billabong Exercise Plan Customization

Billabong Magazine Billabong & Gopro: Find surprises Billabong & Jeep: Feel Free


CHAPTER 4 // FUTURE EXPANSIONS

[SE-02] SERVICE

NEW TERRITORIES

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[EN-01] ENVIRONMENT

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BILLABONG EXERCISE PLAN

BILLABONG

Customize the healthiest outdoor exercise

Appreciate and create naturalistic artwork and

CUSTOMIZATION

program for people according to their individual needs, experiences, and preferences.

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NATURAL ART CENTER feel the charm of nature. Here people can appreciate natural artworks, and

Billabong will customize outdoor sports programs

children can experience the process of creating

for people according to their needs, experiences,

naturalistic art. People can get endless inspiration

and preferences. People will receive scientific

from nature. There are various works of art from

advice and guidance from experts. Billabong will

naturalist artists, including paintings and photog-

provide opportunities for people who are not good

raphy. People will perceive the unique beauty of

at sports.

nature through art and develop a connection with nature.

MISSION-FOCUS Billabong Exercise Plan Customization reinforces

MISSION-FOCUS

our mission of enriching people's lives by providing

Billabong Natural Art Center reinforces our mission

them with personalized outdoor exercise plans.

of inspiring people with the endless possibilities of

SIMILARITIES

the beauty of nature.

nature by creating, appreciating, and sharing Noom, Keep

SIMILARITIES DIFFERENCES

Nature Art Gallery, Natural History Museum

Different from these fitness apps, Billabong Exercise Plan Customization encourages people to go out-

DIFFERENCES

doors, including indoor enthusiasts and people who

The purpose of the Billabong Natural Art Center is to

are not good at sports..

let people feel the enlightenment of nature through art. At the same time, people can experience a

LINK TO

sense of accomplishment and strengthen their

Billabong Health Talk

connection with nature through creating art in person.

LINK TO Billabong Magazine

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[EX-01] EXPERIENCE

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BILLABONG OUTDOOR

SLOW PACE

[EX-02] EXPERIENCE

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BILLABONG OLD FOLKS

MOUNTAINEERING CLUB

Experience nature and build connection through

Encourage older people to participate in outdoor

slow-paced outdoor sports.

activities to enhance their health.

Billabong will provide outdoor yoga and meditation

By organizing mountaineering activities, Billabong

experiences to encourage people to enhance

will encourage older people to participate in

inner peace and reduce anxiety. This experience

outdoor activities to enhance their health. We have

promotes seeking inner peace and a connection

professional nursing staff to ensure their health

with nature.

and safety. This kind of experience helps people enjoy nature and outdoor sports regardless of age.

MISSION-FOCUS Billabong Outdoor Slow Pace reinforces our mission

MISSION-FOCUS

of inspiring people to maintain their healthy

Billabong Old Folks Mountaineering Club reinforces

and positive life mentality by meditating in a

our mission of motivating people to live to the fullest

natural environment.

at any age by providing healthy and safe outdoor sports experiences for elderly people.

SIMILARITIES Outdoor Yoga SF, Cool Mind

SIMILARITIES Old Timers Hiking Club

DIFFERENCES Billabong will plan places and content that are more

DIFFERENCES

conducive to experiencing natural beauty. The

Billabong Old Folks Mountaineering Club pays more

purpose of the activity is not to learn yoga, but to

attention to the experience process of participants

establish a connection between humans and nature

and to cultivating elderly people's youthful mentality

in this way.

and vitality.

LINK TO

LINK TO

Billabong Exercise Plan Customization

Billabong Exercise Plan Customization


CHAPTER 4 // FUTURE EXPANSIONS

[EX-03] EXPERIENCE

NEW TERRITORIES

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BILLABONG

[EX-04] EXPERIENCE

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BILLABONG FOREST

OUTDOOR FITNESS

CONCERT

Provide experiences for people to participate in

To convey the sound of nature through music.

outdoor sports together and stay healthy. The Billabong team will provide practical and gentle outdoor exercise fitness programs for people who sit indoors for a long. This experience can not only teach people healthy living habits but also cultivate their positive attitude toward life.

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Music is an effective way to inspire people. Billabong will hold a forest concert outdoors, conveying the sounds of nature to people music and allowing people to enjoy nature and share happiness through music.

MISSION-FOCUS MISSION-FOCUS Billabong Outdoor Fitness reinforces our mission of motivating people to maintain a healthy and fulfilled life by doing outdoor exercise together.

Billabong Forest Concert reinforces our mission of inspiring people to enjoy life with the endless possibilities of nature by appreciating the sounds of nature.

SIMILARITIES

SIMILARITIES

24 Hour Fitness, National Fitness Campaign

Crystal Bridge Museum Forest Concert

DIFFERENCES

Dalby Forest Concert

Billabong Outdoor Fitness designs gentle and prac-

DIFFERENCES

tical outdoor exercise fitness methods for non-sports

Billabong Forest Concert not only has excellent live

enthusiasts. Billabong will stimulate people's interest in outdoor sports by mobilizing people to exercise together outdoors.

LINK TO Billabong Exercise Plan Customization

music performances but also provides people with a complete experience, including foods, drinks, and speeches. The purpose is to motivate people to experience and enjoy nature.

LINK TO Billabong Traveling Billabong Camping Event

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[ED-01] EDUCATION

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BILLABONG OUTDOOR

TRAINING CAMP

Inspire children's interest in outdoor sports and cultivate their courage and confidence. Billabong training camp is dedicated to inspiring children to experience nature while cultivating their interest in outdoor sports and teaching them easy skills. We have professional instructors to protect and guide the children. Billabong will cultivate children's interest in outdoor sports and their brave and positive qualities.

MISSION-FOCUS Billabong Outdoor Training Camp reinforces our m i s s i o n o f c u l t i v a t i n g c h i l d r e n ' s i n f i n i t e possibilities by teaching and leading them to participate in outdoor sports.

SIMILARITIES Scenic Fit Outdoor Training, Activity Hero

DIFFERENCES Billabong Outdoor Training Camp more focus on cultivating children's knowledge and interest in outdoor sports, such as surfing, rock climbing, and skiing. These outdoor sports help boost their brave and optimistic qualities.

LINK TO Billabong Camping Event

[ED-02] EDUCATION

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BILLABONG HEALTH TALK Convey to people the benefits and knowedge of outdoor sports and the meaning of experiencing nature. Billabong will hold a face-to-face interactive outdoor sports health lecture to convey health knowledge, the value of outdoor sports, and our relationship with nature. This lecture will explain the positive impact of outdoor sports on our lives and mentality.

MISSION-FOCUS Billabong Health Talk reinforces our mission of guiding people to live a healthier and more fulfilling life by establishing an interactive lecture.

SIMILARITIES TEDTalk, Talks at Google

DIFFERENCES Billabong Health Talk is an interactive lecture about nature experience and outdoor sports. Unlike ordinary lectures, our location is outdoors, and we will design small activities to attract listeners to participate in outdoor games while learning.

LINK TO Billabong Exercise Plan Customization


CHAPTER 4 // FUTURE EXPANSIONS

[EV-01] EVENT

NEW TERRITORIES

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BILLABONG NATURE

[EV-02] EVENT

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BILLABONG

CLEANUP EVENT

CAMPING EVENT

Help the natural environment where we live together

Encourage people to share their feelings and

become cleaner and better

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insights about nature through a series of fun outdoor activities.

Because of people's reckless behavior, many natural environments are polluted. Billabong will organize voluntary activities to clean up the local natural environment. The event is held at local beaches and forests. This event emphasizes that we are part of nature and strengthens the connection between people and nature.

MISSION-FOCUS The Billabong Nature Cleanup Event reinforces our mission of inspiring people to maintain a healthy natural environment by cleaning and protecting the

Billabong will organize camping activities within the community and encourage people to share their feelings and insights about nature through a series of fun outdoor activities. This event not only motivates people to walk in nature but also promotes family relations and community unity.

MISSION-FOCUS Billabong Camping Event reinforces our mission of motivating people to share their fulfilling life in nature by providing them with a series

local natural environment.

of fun outdoors activities.

SIMILARITIES

SIMILARITIES

Clean Trails, Green Trip

Lonx Camp, Nobles Day Camp

DIFFERENCES

DIFFERENCES

While Billabong organizes activities to clean the environment, it will provide participants with information on the local natural environment, travel plans, and related precautions. It will help participants get in the habit of protecting nature during outdoor activities.

LINK TO Billabong Magazine Billabong Planting Event

Billabong takes the community as the scope and organizes camping to inspire people to experience nature while reducing the distance between people in the community.

LINK TO Billabong Outdoor Training Camp

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[EV-03] EVENT

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BILLABONG

SPORTS MEET Enjoy outdoor sports by participating in fun

[EV-04] EVENT

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BILLABONG

PLANTING EVENT Protect the natural environment and foster the

sports games.

connection between humans and nature.

Billabong will host a fun sports meet to mobilize

Billabong will host a plant cultivation event for fam-

people to participate in and enjoy outdoor sports.

ilies. Parents and children can participate together

This is an amateur, entertainment-oriented

in actions to protect nature. Through cultivating

sports event that people of all ages can participate

plants, people will be inspired to understand that

in. Everyone will share the joy of exercising in the

we are part of nature, which will foster the connec-

natural environment.

tion between humans and nature.

MISSION-FOCUS Billabong Sports Meet reinforces our mission of motivating people to live to the fullest by providing a series of positive, fun competitions.

SIMILARITIES Zorbing, Hill Cheese Rolling

DIFFERENCES Different from ordinary sports games, the Billabong Sports Meet is held in nature and providing lots of fun sports activities. The purpose is to inspire people to enjoy and share the fun of outdoor sports through sports competitions.

LINK TO Billabong Magazine

MISSION-FOCUS The Billabong Planting Event reinforces our mission of inspiring people to protect and maintain nature by cultivating plants and realizing the connection with nature.

SIMILARITIES One Tree Planted, KidsGardening

DIFFERENCES The purpose of the Billabong Planting Event is to motivate people to protect the natural environment while enjoying nature. This event is also dedicated to educating children about nature and fostering a sense of responsibility to protect nature.

LINK TO Billabong Camping Event


CHAPTER 4 // FUTURE EXPANSIONS

[CO-01] CO-BRANDING

NEW TERRITORIES

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[CO-02] CO-BRANDING

BILLABONG & GOPRO:

BILLABONG & JEEP:

FIND SURPRISES

I

M

FEEL FREE

Provide people with a better outdoor experience

Provide people with better outdoor experiences

and sharing platform through brand cooperation.

through exceptional outdoor travel equipment.

GoPro and Billabong have established themselves

Billabong will cooperate with the Jeep brand to

as lifestyle brands—in particular, a lifestyle that is

provide people with an exceptional outdoor travel

action packed, adventurous, and fearless. The out-

experience. Because freedom and passion are

door experiencing process supported by Billabong

central to both brands, it is a good choice to jointly

sports equipment can be recorded with GoPro.

launch outdoor travel equipment.

The two brands can jointly leverage their advantages and share a platform to provide people

MISSION-FOCUS

with a better outdoor experience.

The Billabong & Jeep program reinforces our

MISSION-FOCUS

life in the outdoors by enjoying the nature's freedom.

mission of inspiring people to enjoy their fulfilli n g The Billabong & GoPro program reinforces our mission of motivating people to discover the

SIMILARITIES

endless possibilities in nature by providing an

BMW & Louis Vuitton: The Art of Travel

innovative way to find and explore nature.

DIFFERENCES SIMILARITIES GoPro & Red Bull: Stratos

Billabong & Jeep program is committed to interpreting outdoor sports styles and enhancing people's travel experience through product cooperation.

DIFFERENCES Different from utilitarian brand cooperation,

LINK TO

Billabong focuses on the user-centered experience

Billabong Traveling,

process. All ideas are based on how to make people get a new and better outdoor experience through the brand cooperation program.

LINK TO Billabong Traveling, Billabong Camping Event

Billabong Camping Event

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SCANNING...

SC AN NIN

G.. .


CHAPTER 4 // FUTURE EXPANSIONS

[PR-02] PRODUCT

DELIVERABLES

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BILLABONG TREASURE HUNT APP

Find, explore, and share nature through the Billabong outdoor game app. Billabong will launch an outdoor treasure hunt app for people all over the world to participate in. People will win Billabong prizes by collecting photos and symbols of different objects in natures, including animals, plants, natural landscapes, constellations,

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etc. This app will use the game to encourage people to go outdoors, explore nature, and promote a connection with nature.

MISSION-FOCUS The Billabong Treasure Hunt app reinforces our mission of inspiring people to discover the endless possibilities of nature by providing an innovative way to explore nature and share happiness.

SIMILARITIES Instagram, PokĂŠmon

DIFFERENCES The Billabong Treasure Hunt app integrates the game and shares two main functions. Unlike virtual games, this app encourages people to collect and to find surprises in the natural environment.

LINK TO Billabong Camping Event Billabong Magazine

PHOTO CAPTION: 1–3: Finding, exploring, and sharing nature through the Billabong Treasure Hunt app.


BILLABONG REBRANDING

V I S UA L S TA N DA R D S G U I D E

[SE-01] SERVICE

I

BILLABONG TRAVEL Get detailed, useful information on nature travel around the world. After rebranding, Billabong will expand its brand scope and try to help more people have memorable and meaningful experiences in the natural environment through the tourism industry. Billabong will provide people with important information about nature tourism through travel services, such as maps, hotel information, local outdoor activities, and related precautions.

MISSION-FOCUS Billabong Travel reinforces our mission of inspiri n g p eop le to liv e their life to the fullest b y improvi n g people's travel experiences and providing humanized travel services.

SIMILARITIES AndBeyond, Nature Backs

DIFFERENCES Different from ordinary travel companies, Billabong Travel is more inclined to help you navigate outdoor nature, and outdoor activities during travel.

LINK TO Billabong Magazine Billabong & Gopro: Find surprises Billabong & Jeep: Feel Free

PHOTO CAPTION: 1: We provide professional travel guides. 2: We develop effective tools for people to better navigate their travel. 3: Billabong Travel will be your best helper when you travel outdoors.


C H A P T E R 4 / / F U T U R E E X PA N S I O N S

NEW TERRITORIES

08 / 09


BILLABONG REBRANDING

V I S UA L S TA N DA R D S G U I D E


C H AA PPTTEERR 4 4/ // /F UFTUUTRUE REEX PE AXNPSAI NO SN SI O N S

DN E WL I TV EERRRAI BT OL RE ISE S

6082 // 09 63



CHAPTER 4 // FUTURE EXPANSIONS

[EX-01] EXPERIENCE

DELIVERABLES

I

BILLABONG OUTDOOR

SLOW PACE

Experience nature and build connection through slow-paced outdoor sports. Billabong will provide outdoor yoga and meditation experiences to encourage people to enhance inner peace and reduce anxiety. This experience promotes seeking inner peace and a connection with nature.

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MISSION-FOCUS Billabong Outdoor Slow Pace reinforces our mission of inspiring people to maintain their healthy and positive life mentality by meditating in a natural environment.

SIMILARITIES Outdoor Yoga SF, Cool Mind

DIFFERENCES Billabong will plan places and content that are more conducive to experiencing natural beauty. The purpose of the activity is not to learn yoga, but to establish a connection between humans and nature in this way.

LINK TO Billabong Exercise Plan Customization

PHOTO CAPTION: 1: Experiencing outdoor yoga. 2: Experiencing outdoor meditation. 3: Inspiring people to perceive the connection with the nature.


B I LLLLAABBOONNG GR ER BE RBARNADNI ND GI N G

V I SS UUAALL SST AT AN ND AD RADRSD SG UGI DU EI D E


C H AA PPTTEERR 4 4/ // /F UFTUUTRUE REEX PE AXNPSAI NO SN SI O N S

DN E WL I TV EERRRAI BT OL RE ISE S

6086 // 09 67


BILLABONG REBRANDING

V I S UA L S TA N DA R D S G U I D E

[EV-04] EVENT

M

E

BILLABONG

PLANTING EVENT Protect the natural environment and foster the connection between humans and nature. Billabong will host a plant cultivation event for families. Parents and children can participate together in actions to protect nature. Through cultivating plants, people will be inspired to understand that we are part of nature, which will foster the connection between humans and nature.

MISSION-FOCUS The Billabong Planting Event reinforces our mission of inspiring people to protect and maintain nature by cultivating plants and realizing the connection with nature.

SIMILARITIES One Tree Planted, KidsGardening

DIFFERENCES The purpose of the Billabong Planting Event is to motivate people to protect the natural environment while enjoying nature. This event is also dedicated to educating children about nature and fostering a sense of responsibility to protect nature.

LINK TO Billabong Camping Event

PHOTO CAPTION: 1: Letting children get close contact with nature 2: Participating in the event together with the whole family. 3: Guiding and encouraging children to understand and protect nature through planting activities.



BILLABONG REBRANDING

V I S U A L S TA N D A R D S G U I D E


C H A P T E R 4 / / F U T U R E E X PA N S I O N S

NEW TERRITORIES

7080 // 09 71



C H A P T E R 4 / / F U T U R E E X PA N S I O N S

[ED-01] EDUCATION

NEW TERRITORIES

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BILLABONG OUTDOOR

TRAINING CAMP

Inspire children's interest in outdoor sports and cultivate their courage and confidence. Billabong training camp is dedicated to inspiring children to experience nature while cultivating their interest in outdoor sports and teaching them easy skills. We have professional instructors to protect and guide the children. Billabong will

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cultivate children's interest in outdoor sports and their brave and positive qualities.

MISSION-FOCUS Billabong Outdoor Training Camp reinforces our m i s s i o n o f c u l t i v a t i n g c h i l d r e n ' s i n f i n i t e p o s s i b i l i ties by teaching and leading them to participate in outdoor sports.

SIMILARITIES Scenic Fit Outdoor Training, Activity Hero

DIFFERENCES Billabong Outdoor Training Camp more focus on cultivating children's knowledge and interest in outdoor sports, such as surfing, rock climbing, and skiing. These outdoor sports help boost their brave and optimistic qualities.

LINK TO Billabong Camping Event

PHOTO CAPTION: 1: We teach kids skiing. 2: We teach kids surfing. 3: We inspire children's unlimited potential through outdoor activities.


B I LLLLAABBOONNG GR ER BE RBARNADNI ND GI N G

V I S UA L S TA N DA R D S G U I D E


CHAPTER 4 // FUTURE EXPANSIONS

DELIVERABLES

7084 // 09 75


BILLABONG REBRANDING

V I S UA L S TA N DA R D S G U I D E

[EN-01] ENVIRONMENT

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BILLABONG

NATURAL ART CENTER Appreciate and create naturalistic artwork and feel the charm of nature. Here people can appreciate natural artworks, and children can experience the process of creating naturalistic art. People can get endless inspiration from nature. There are various works of art from naturalist artists, including paintings and photography. People will perceive the unique beauty of nature through art and develop a connection with nature.

MISSION-FOCUS Billabong Natural Art Center reinforces our mission of inspiring people with the endless possibilities of nature by creating, appreciating, and sharing the beauty of nature.

SIMILARITIES Nature Art Gallery, Natural History Museum

DIFFERENCES The purpose of the Billabong Natural Art Center is to let people feel the enlightenment of nature through art. At the same time, people can experience a sense of accomplishment and strengthen their connection with nature through creating art in person.

PHOTO CAPTION: 1: Inspiring children by doing handworks. 2: Motivating people to appreciate naturalist arts. 3: Guiding children to learn and benefit from the art of nature.

LINK TO Billabong Magazine



B I LLLLAABBOONNG GR ER BE RBARNADNI ND GI N G

V I SS UUAALL SST AT AN ND AD RADRSD SG UGI DU EI D E


C H AA PPTTEERR 4 4/ // /F UFTUUTRUE REEX PE AXNPSAI NO SN SI O N S

DN E WL I TV EERRRAI BT OL RE ISE S

7088 // 09 79



CHAPTER 4 // FUTURE EXPANSIONS

[CO-01] CO-BRANDING

DELIVERABLES

I

M

BILLABONG & GOPRO: FIND SURPRISES

Provide people with a better outdoor experience and sharing platform through brand cooperation. GoPro and Billabong have established themselves as lifestyle brands—in particular, a lifestyle that is action packed, adventurous, and fearless. The outdoor experiencing process supported by Billabong sports equipment can be recorded with GoPro.

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The two brands can jointly leverage their advantages and share a platform to provide people with a better outdoor experience.

MISSION-FOCUS The Billabong & GoPro program reinforces our mission of motivating people to discover the endless possibilities in nature by providing an innovative way to find and explore nature.

SIMILARITIES GoPro & Red Bull: Stratos

DIFFERENCES Different from utilitarian brand cooperation, Billabong focuses on the user-centered experience process. All ideas are based on how to make people get a new and better outdoor experience through the brand cooperation program.

LINK TO Billabong Traveling, Billabong Camping Event

PHOTO CAPTION: 1: Using GoPro to record your wonderful outdoor activities. 2: Motivating people to experience nature outdoors. 3: Inspiring people to discover the beauty of nature.


B I LLLLAABBOONNG GR ER BE RBARNADNI ND GI N G

V I SS UUAALL SST AT AN ND AD RADRSD SG UGI DU EI D E


C H AA PPTTEERR 4 4/ // /F UFTUUTRUE REEX PE AXNPSAI NO SN SI O N S

DN E WL I TV EERRRAI BT OL RE ISE S

8082 // 09 83


BILLABONG REBRANDING

V I S UA L S TA N DA R D S G U I D E

[EV-02] EVENT

I

M

BILLABONG

CAMPING EVENT Encourage people to share their feelings and insights about nature through a series of fun outdoor activities. Billabong will organize camping activities within the community and encourage people to share their feelings and insights about nature through a series of fun outdoor activities. This event not only motivates people to walk in nature but also promotes family relations and community unity.

MISSION-FOCUS Billabong Camping Event reinforces our mission of motivating people to share their fulfilling life in nature by providing them with a series of fun outdoors activities.

SIMILARITIES Lonx Camp, Nobles Day Camp

DIFFERENCES Billabong takes the community as the scope and organizes camping to inspire people to experience nature while reducing the distance between people in the community.

LINK TO Billabong Outdoor Training Camp

PHOTO CAPTION: 1: Enjoying the nature with your families. 2: Sharing your insights about nature. 3: Feeling the breath of nature with others.



B I LLLLAABBOONNG GR ER BE RBARNADNI ND GI N G

V I SS UUAALL SST AT AN ND AD RADRSD SG UGI DU EI D E


C H AA PPTTEERR 4 4/ // /F UFTUUTRUE REEX PE AXNPSAI NO SN SI O N S

DN E WL I TV EERRRAI BT OL RE ISE S

8086 // 09 87



CHAPTER 4 // FUTURE EXPANSIONS

[EX-03] EXPERIENCE

DELIVERABLES

E

M

BILLABONG

OUTDOOR FITNESS Provide experiences for people to participate in outdoor sports together and stay healthy. The Billabong team will provide practical and gentle outdoor exercise fitness programs for people who sit indoors for a long. This experience can not only teach people healthy living habits but also cultivate their positive attitude toward life.

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MISSION-FOCUS Billabong Outdoor Fitness reinforces our mission of motivating people to maintain a healthy and fulfilled life by doing outdoor exercise together.

SIMILARITIES 24 Hour Fitness, National Fitness Campaign

DIFFERENCES Billabong Outdoor Fitness designs gentle and practical outdoor exercise fitness methods for non-sports enthusiasts. Billabong will stimulate people's interest in outdoor sports by mobilizing people to exercise together outdoors.

LINK TO Billabong Exercise Plan Customization

PHOTO CAPTION: 1: Helping people find a more suitable way of exercising for them. 2: Enjoying outdoor activities with other people. 3: Sharing joys of sports with your friends.


B I LLLLAABBOONNG GR ER BE RBARNADNI ND GI N G

V I SS UUAALL SST AT AN ND AD RADRSD SG UGI DU EI D E


C H AA PPTTEERR 4 4/ // /F UFTUUTRUE REEX PE AXNPSAI NO SN SI O N S

DN E WL I TV EERRRAI BT OL RE ISE S

9080 // 09 91


BILLABONG REBRANDING

V I S UA L S TA N DA R D S G U I D E

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

istock.com



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