Quando has been a ride. As always, I wish I had more time to build some more branded collateral for the client. In the end, Monthly Brand comes down to the completion of a brand mark. A logo, really. Branding is much, much more than a logo, without a doubt. I’m not sure if it’s much more than a logo in one month’s time by one person working during their free time. Regardless, the logo was a lot of fun. I could probably draw upper case Q all day long, it’s just a beautiful letterform, and so many fonts have captured it in lovely ways. I did manage to build some advertisements and materials that one might find in the final branded world of Quando. The identity is delivered with a sporty, active and jubilant logo alongside the colors, treatment and styles of a time more classic than trendy. You can see the full page of visuals and description here.
After exploring a history of relaxation and happiness, researching just the tip of the world of surf culture and drawing out a back and forth tussle between retro and sport, the Beach Boys vs. Dick Dale, and the subtle difference between waves and water, I’ve come to a mark that I’m happy with. It has the most dimension, its uniformed avant garde concentric lines are sporty and therefore relevant, and the longboard stripe motif for the Q’s tail keeps the feel attached to an era when surf began. I recently began really considering color and texture, application and supporting elements, but there’s just too little time. Sad really, but the journey was a gas, and any surfer would see it that way.
You can see a few last inspirations and sketches that drew the process to a close. After absorbing the world of surf from the beginning of its fashionable era, attempting to capture that era in the logo was only leading to the mark appearing dated and hackneyed. With one direction focusing on a horizon line, sun and settling reflective water, though this conjured a nostalgia and notion of remembrance that was originally important to the branding, overall it seemed too peaceful for a surf company. It seemed to passive and less about the sport and culture of today. The solution becomes to use a more spirited mark that brings with it the pizazz and excitement of today’s sport, while painting that mark on a background of distant, hazy, sun-kissed imagery that hopes to evoke the sentiment that surf is old, but infinite. Bygone, but present. Yesterday and today.
Final note: At the very end of the process I found this amazing surf board company who has more tact to the process and design of their brand than any company I’ve seen yet. It’s called Almond Surfoards, and I’ve stolen and retooled some of the photos of their beautiful boards to express the same desire that this fictional brand has to be unique, relaxed and classic.