Surfer Joe
Service: Branding and
Graphic Design
Year: 2021
Concept
Pioneer surfers saw the sport rather as a lifestyle and journey of self discovery towards their true self. The message I’m intending to exhibit in this project is one of finding the road towards becoming in contact with your essential self by honoring the tradition and trajectory of the surfer way of life.
Surfer Joe intertwines the galaxies of vintage surf photography and the idea of graphic wavy lines in order to develop a innovative graphic identity differing from the current psychodelic and detailed surf graphic aesthetic in the market.
THE LINE
Surf is considered a extreme sport. Extreme athletes seek to find their “line”, an imaginary path to get the most out of the potential of the terrain, in this case the wave. This term is more of a modern twist to the unconscious pratice of athletes while analyzing the slope, wave, mountain, downhill etc.
MOODBOARD
FINAL LOGO GRID
TYPOGRAPHY & COLOR PALETTE
VISUAL LANGUAGE
INITIAL ROUGHS &
DIGITAL ROUGHS
LOGO COLOR ITERATIONS
Inspired by 60’s hand-drawn typography, the logo evokes a sense of movement and energy. The rounded corners and interconnected letter aesthetic create unity and flow and resemble to the flow of water while still ensuring a balanced composition.
