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
V I S UA L S TA N DA R D S G U I D E
“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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BILLABONG REBRANDING
V I S UA L S TA N DA R D S G U I D E
BRAND INTRODUCTION
Brand History The Original Logo Mission Statement Brand Keywords
1
BILLABONG REBRANDING
V I S UA L S TA N DA R D S G U I D E
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
V I S UA L S TA N DA R D S G U I D E
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
V I S UA L S TA N DA R D S G U I D E
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...
V I S UA L S TA N DA R D S G U I D E
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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BILLABONG REBRANDING
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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
2
BILLABONG REBRANDING
V I S UA L S TA N DA R D S G U I D E
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
V I S UA L S TA N DA R D S G U I D E
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
V I S UA L S TA N DA R D S G U I D E
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
CHAPTER 2 // THE NEW LOGO
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
V I S UA L S TA N DA R D S G U I D E
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
BILLABONG REBRANDING
V I S UA L S TA N DA R D S G U I D E
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.
V I S UA L S TA N DA R D S G U I D E
CHAPTER 2 // THE NEW LOGO
LOGO IN COLORS
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BILLABONG REBRANDING
V I S UA L S TA N DA R D S G U I D E
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
BILLABONG REBRANDING
V I S UA L S TA N DA R D S G U I D E
“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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BILLABONG REBRANDING
V I S UA L S TA N DA R D S G U I D E
IDENTITY SYSTEM
Billabong Color Palette Billabong Typography Business System
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BILLABONG REBRANDING
V I S UA L S TA N DA R D S G U I D E
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
V I S UA L S TA N DA R D S G U I D E
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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BILLABONG REBRANDING
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CHAPTER 3 // IDENTITY SYSTEM
BUSINESS SYSTEM
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BILLABONG REBRANDING
V I S UA L S TA N DA R D S G U I D E
FUTURE
EXPANSIONS
Our Innovation New Territories Deliverables
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BILLABONG REBRANDING
V I S UA L S TA N DA R D S G U I D E
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]
46 / 47 [CO-02]
[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
BILLABONG REBRANDING
NEW TERRITORIES
V I S UA L S TA N DA R D S G U I D E
CHAPTER 4 // FUTURE EXPANSIONS
[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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BILLABONG REBRANDING
[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
I
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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BILLABONG REBRANDING
[EX-01] EXPERIENCE
V I S UA L S TA N DA R D S G U I D E
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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.
M
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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BILLABONG REBRANDING
[ED-01] EDUCATION
V I S UA L S TA N DA R D S G U I D E
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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
M
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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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BILLABONG REBRANDING
[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
I
M
[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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M
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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M
E
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
I
M
E
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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