Client 9: Quando

Quando is a small com­pany in South­ern Cal­i­for­nia that makes surf boards, surf gear and swimwear. It was started by a group of old friends who trav­eled a large por­tion of the world when they were younger, mostly in South Amer­ica, to surf. The goal of the com­pany, built on the trades and fine crafts of sev­eral of the friends’ skills, is to cap­ture the spirit of when surf cul­ture first became pop­u­lar­ized on the west coast in the early 1960s. Being a sports gear maker how­ever, it is also an intent to cap­ture the excite­ment and vivac­ity of a young surf and skate fashion.

Though much has changed over the years in the surf indus­try, many of the clas­sic con­ven­tions and tones still pre­vail in today’s look and energy. The iden­tity for Quando was a jour­ney from old through new modes, pat­terns and col­ors, and in the end hopes to apply a retro and multi dimen­sional brand mark into a scene that retains the pas­sions and nos­tal­gia of a sim­pler era.

The clients for Quando are relaxed and enjoy­able and they’re eager to put a stamp on their boards and cloth­ing that suits their style. Some rather outside-the-box words from them to help describe what Quando should reflect follow:

• Wave
• Ride
• Throw­back
• Yes
• Free