INTERNATIONAL SURFING ASSOCIATION
Graphic Standard Guideline
Graphic Standard Guideline
International Surfing Association
Story that begins with love and passion. For half a century now the Fernando Aguerre International Surfing Association has been giving surfers from around the world the opportunity to come together in the spirit of aloha and fair competition. It is my distinct honor to preside over the celebration of the ISA’s 50th anniversary. It is also an immense honor to be leading the ISA into the future, hopefully setting up the ISA for another 50 years of success. With over 35 million surfers in more than 100 countries, it is irrefutable that surfing and its culture are part of the daily lives of people all over the world. You don’t need to go to California or Australia to be a witness of the “surfing lifestyle” having developed strong roots all over, even in landlocked countries. Each event brings together the top athletes of the world with diverse nationalities, languages, religions, and races, all in a peaceful Olympic-style atmosphere. By doing this, the ISA has become a leader in bringing peace to the world. As I like to say, maybe our government leaders should also go surfing together. Fifty years since that first world championship in Australia, the evolution of the ISA continues to change the world in profound ways. I’m proud of the fact that we’ve had a hand in the explosion of Latin American surfing in the last decade. We’re also making a dedicated push to bring wave riding to all corners of Asia and Africa, while continuing to strengthen its development in Europe, Oceania and North America. As we see more surfers, we see a better world. A world made of people who know how to take care of their natural resources, who enjoy the ride of life, that know that in front of the immensity of the oceans, we are all just human beings with much in common, and all wanting to pursue our happiness in a peaceful world. I love and enjoy my work for a better surfing future. Con un fuerte abrazo,
Fernando Aguerre President, International Surfing Association
Graphic Standard Guideline
International Surfing Association
Table of Contents 1.0 The New Look 1.1 1.2 1.3 1.4 1.5 1.6
New Logo Key Adjectives Competitor’s Logo Previous Logo Recommended Logo Logo Anatomy
2.0 Logo Usage 2.1 2.2 2.3 2.4 2.5 2.6 2.7
Logo Clear Space Logo Sizes Color Usage Typography Usage Secondary Graphic Suggested Photography Unacceptable Usage
3.0 Stationery 3.1 3.2 3.3 3.4
Business card Envelope Mailing Label Letterhead
4.0 Applications 4.1 4.2 4.3 4.4
Surfing Equipments Apparel Accessories & Other Vehicles
1.0 The New Look
Understand the process of designing the logo and all the thoughts that were put into this new face.
The New Look
1.1 The New Logo Below is the redesigned logo of International Surfing Association, shown in full color.
INTERNATIONAL SURFING ASSOCIATION
Design Objectives The new identity shows a congregation of young brave minds, healthy physiques and the aloha spirit (love, passion, peace, courage). Showing athletes’ fearlessness in front of the power of nature, willing to challenging their limits and create new record of their lives.
International Surfing Association
1.2 Key Adjectives These key adjectives were being followed when redesigning the logo.
Passionate love courageous reckless
challenging tenacious creative professional
healthy speedy young free.
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1.3 Competitor’s logo The uniqueness of ISA’s new Identity, comparing with other surfing brands and associations.
INTERNATIONAL SURFING ASSOCIATION
Shape of the logo The new identity shows a congregation of young brave minds, healthy physiques and the aloha spirit (love, passion, peace, courage). Showing athletes’ fearlessness in front of the power of nature, willing to challenging their limits and create new record of their lives.
International Surfing Association
Graphic Standard Guideline
1.4 Previous Logo Belows shows the previous logo of ISA.
Foundations of the old logo Simplicity of the logo makes it easy to be recognized. The three letters “ISA” is a strong focal point and stands out well from the rest. The two “wave” like shape gives some energy and movement to the mark. We wanted to keep the above advantages of the old logo.
International Surfing Association
1.5 Recommended Logo The new logo has keep the foundations of the ISA mark, but makes a more energetic approach.
INTERNATIONAL SURFING ASSOCIATION
New voices are added in A customized typeface is being used for “ISA�. The weight and slightly slanted angle add more energy to it. Having it in a shape gives the letters protection and emphasis. A wave shape is nicely blended into the letter-form. Acting as a easy recognizable symbol for surfing sports.
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1.6 Logo Anatomy Every detail of the mark has been well thought and contains stories.
INTERNATIONAL SURFING ASSOCIATION
The Horizontal Alignments.
Curves in the shapes.
Every horizontal line is paralle with each other, making a consistant movement between letter-forms.
The rounded corners are based on arcs of perfect circles, which make the shapes look natural and comfortable to the eye.
The roundness reflects movement of waves, and creates a friendly approach of the logo.
The counter space of S and A is the shape of fins of the surfboards.
INTERNATIONAL SURFING ASSOCIATION
Slanted type matches the shape of the mark. Italic typeface creates a visual comfortability.
Slanted type matches the shape of the mark. Italic typeface creates a visual comfortability.
A wave, as the most recognizable symbol of surfing sports, blends into the letter-form making the counter space of S and creates movement to the mark.
Meaning of small parts. Each small detail has been well thought. Together they form a strong piece.
2.0 Logo Usage
Understand rules about using logo by its clear space, colors and sizes of the logo. Knowing unacceptable usages.
Graphic Standard Guideline
2.1 Logo Clear Space How we measure the clear space around the combination mark.
X
X
INTERNATIONAL X SURFING ASSOCIATION X
Logo Clear Space Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.
X
International Surfing Association
X
X
X
X
Clear Space without the type There are situations that the logo will be used without the type. The clear space will remain the same space.
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2.2 Logo Sizes Size of a logo can be different depending on where it is used.
Ideal
INTERNATIONAL SURFING ASSOCIATION 4"
Medium
INTERNATIONAL SURFING ASSOCIATION 3"
Small
INTERNATIONAL SURFING ASSOCIATION
2"
Minimum For combination mark
INTERNATIONAL SURFING ASSOCIATION
1.5"
Minimum For combination mark 0.5"
International Surfing Association
Usage of each size A guide of when to use each size, and if further approval is needed.
The best size to show our identity when presenting it at printing forms. The size can go larger when the platform exceeds 13"X19". Approval should be made when the situation happens.
A nice size to be used when surrounded by other materials, such as graphics and texts,
An acceptable size to be used when the application has limited space. This is also the size being used on stationery system.
The smallest size our logo can be used as a combination mark, while the name is still readable.
When space is super limited, the mark will be used by itself without the name. Approval must be made when the situation happens.
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2.3 Color Usage The three colors in ISA identity system are inspired by water and sun.
Creating the atmosphere Colors are important to drag the first attention to our target audience. Picking colors they are familiar with instantly build a connection between us and them. They will feel more comfortable to have interaction with us.
International Surfing Association
Primary
ISA Blue
CMYK
RGB
Hex
Secondary
ISA Red
ISA Aqua
ISA Yellow
C=100 M=12 Y=10 K=12
C=0 M=57 Y=88 K=0
R=0 G=142 B=187
R=246 G=137 B=90
R=106 G=200 B=200
R=255 G=232 B=117
008EBB
F6895A
6AC8C8
FFE875
C=55 Y=24
M=0 K=0
Usage for different codes
Primary & Secondary
CMYK: Printing RGB&Hex: Digital Publishing
Primary colors are used in the new logo, it’s the main colors of the system. They are used for titles and highlights. Secondary colors are used as supporting colors to the primary colors. They are used in backgrounds and applications.
C=2 M=8 Y=58 K=0
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2.4 Typography Usage Typefaces that are being used in the system. Explaining how should they be used. Blogger Sans Bold Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ,./;’<>?”: Banda Regular
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ,./;’<>?”:
Blogger Sans Bold Italic
Banda Regular
Only use for the logo type. DO NOT use it anywhere else.
Use for big headers and titles.
International Surfing Association
Kohinoor Devanagari Book
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ,./;’<>?”:
Kohinoor Devanagari Demi
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ,./;’<>?”:
Kohinoor Devanagari Medium
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ,./;’<>?”:
Kohinoor Devanagari Book
Kohinoor Devanagari Demi & Medium
Use for paragraphs and small captions.
Use for small titles and highlights.
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2.5 Secondary Graphic The ISA wave pattern supports the appearance of the brand through out different applications.
Color Combination of Pattern Use ISA primary and secondary colors to create high contrast and existing patterns.
International Surfing Association
Suggested Photography Styles of photography that support the emotional feeling of the brand.
Photography Styles Photos that creates a surfing atmosphere. Photos that show surfersâ&#x20AC;&#x2122; lifestyle and have an emotional connection with them.
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2.6 Unacceptable Usage The logo must not be used in the following ways.
1.
2.
3.
INTERNATIONAL SURFING ASSOCIATION
INTERNATIONAL SURFING ASSOCIATION
4.
1. DO NOT change the position of type 2. DO NOT flip logo in any direction 3. DO NOT change colors in logo
5.
6.
4. DO NOT switch colors within logo 5. DO NOT rotate logo 6. DO NOT stretch or distort logo
International Surfing Association
7.
8.
9.
INTERNATIONAL SURFING ASSOCIATION
10.
INTERNATIONAL SURFING ASSOCIATION
11.
7. DO NOT put anything over logo 8. DO NOT put logo over busy background 9. DO NOT change font of type
12.
10. DO NOT outline logo 11. DO NOT put gradient 12. DO NOT drop shadow logo
3.0 Stationery System
Knowing how to design the stationery system using the right template size, typefaces, color, secondary graphic and placement of information.
International Surfing Association
Graphic Standard Guideline
3.1 Business Card Elements on the business card and their positions.
Dimension: 3.5"x2"
3
1
4
2
5
1. Typeface: Kohinoor Devanagari Book & Medium. Letter Size: 9pt. 2. Typeface: Kohinoor Devanagari Medium. Letter Size: 9pt. 3. ISA Yellow Background: C2 Y8 M58 K03. Typeface: Kohinoor Devanagari Bold. Letter Size: 9pt.
5
4. White box with two curved corners holds the information. 5. Name aligns with website. Contact information aligns with slogan.
International Surfing Association
3.2 Envelope Elements on the envelope and their positions.
Dimension: 9"x4.5"
1
Hungwei Chen 1323 Polk Street. San Francisco CA 94109
2
3
4
5
8 1. Typeface: Kohinoor Devanagari Book. Letter Size: 9pt. 2. Background color: C2 Y8 M58 K0 3. Wave pattern at bottom left corner 4. ISA yellow inside of the envelope. 5. Typeface: Kohinoor Devanagari Bold. Letter Size: 9pt.
8
6 6. Typeface: Kohinoor Devanagari Book. Letter Size: 9pt. 7. Wave pattern at bottom right corner on the back. 8. Align logo and website. Align address and slogan
7
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3.3 Mailing Label Elements on the mailing label and their positions.
Dimension: 3.5"x2.25"
1
Hungwei Chen 1323 Polk Street. San Francisco CA 94109
1. Typeface: Kohinoor Devanagari Book. Letter Size: 9pt 2. Typeface: Kohinoor Devanagari Book. Letter Size: 12pt
2
International Surfing Association
3.4 Letterhead Elements on the letterhead and their positions.
Dimension: 8.5"x11"
2
4
1
5
3
1. Typeface: Adobe Gurmukhi. Letter Size: 10pt. 2. Typeface: Kohinoor Devanagari Book. Letter Size: 9pt 3. Align content to the left. 4. ISA yellow background. 5. Wave pattern at the bottom.
4.0 Applications
Learning how the identity system applies to different kinds of products, media, advertisement... Based on the usage of logo placement, color, and graphics.
International Surfing Association
Graphic Standard Guideline
4.01 Surfing Equipment
Surfboard Using bright ISA colors and geometric shapes to create a energetic look of the surfboards.
International Surfing Association
Surfboard Bag Surfboard bags protects surfboards from damaging.
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Traction Pad Tractions pads are places on the bottom of surfboards. They help surfersâ&#x20AC;&#x2122; back feet stay stable on surfboards when doing critical bottom turns and cutbacks.
International Surfing Association
Wax Comb
Surfboard Leash
Wax Comb
Surfboard Leash
A wax comb is a tool used in the maintenance and removal of surfboard wax on a surfboard.
Surfboard leash locks surfers with their surfboards. It prevents harming from a runaway surfboard and losing surfboards.
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4.2 Surfing Apparel
Wetsuit Wetsuits provide greatly enhanced buoyancy for the surfer. This buoyancy brings the body higher out the water providing better water displacement, lower surface friction resulting in a swimskin that cuts through the water.
International Surfing Association
Swimsuit Surfing pants are usually with bright and colorful designs. They add personality to the surfer. These pants are light weight and easy to dry.
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T-shirt with Pattern ISA t-shirts can be wore by surfers, instructors, staffs and everyone who loves surfing and supports the association. The bright color combination and dynamic pattern design shows passion and energy.
International Surfing Association
T-shirt with Cropped Logo The big ISA logo mark is slight cropped on the bottom. It is loud in voice and supper recognizable.
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4.3 Accessories and Other
Card Case
Card Case The card case with a string is water proof. Surfers can put their small personal belongings in it and carry it around when walking on the beach.
International Surfing Association
Flipflop ISA flipflops are fun to wear. The bright colors and pattern brings surfers energy at a hot summer day.
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Water Bottle ISA water can be used during competition seasons. The packaging shows purity of water, which supports surfersâ&#x20AC;&#x2122; healthy bodies.
International Surfing Association
Towel ISA towels will also be provided during competition seasons to surfers, viewers and ISA staffs.
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Water Proof Bag Surfers can put their dry clothing and objects in the bag to protect them from water.
International Surfing Association
Tote Bag These luggages bags are water proof. The big capacity is convenient for surfers to pack their things for a short surfing vacation.
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Beach Umbrella ISA beach umbrellas protects surfers and their families and friends from sun burn when resting. The umbrellas are super recognizable with ISA pattern on it.
International Surfing Association
Flag Flags are used to mark ISAâ&#x20AC;&#x2122;s surfing areas. It is bright and easy to find from far distance.
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Billboard Using surfing photography that has very interesting perspective, such as seeing through water, with the big bold slogan locked up on one side, logo and website on the bottom. Color depends on background images. Usually black and white type is best shown in front of photography.
International Surfing Association
Application
4.4 Vehicles
Jeep Car Jeep cars are popular vehicles among surfers. The big wheels can move on sandy roads and it is convenient for carrying surfboards.
International Surfing Association
Water Craft Water crafts are widely seen during surfing competition. It drives surfers to big waves and secure their safeties.
Application
Shuttle Bus Public transforms such as buses are great advertising media. Using ISA wave pattern, wave shape from logo and surfing photography to catch peopleâ&#x20AC;&#x2122;s attention and creates dynamic movement.
International Surfing Association
For a better surfing future.
INTERNATIONAL SURFING ASSOCIATION
isasurf.org T: +1 858-551-8580 F: +1 858-551-8563 E: surf@isasurf.org
5580 La Jolla Blvd. #145 La Jolla, CA 92037. USA