In spring we felt that it’s time to update our visual identity. The new identity is everything we stand for – fearless, playful, radiant and sexy!
Some may have read the story about our name Wafi Surf and where did it come from (if not, then check out this blog post). However, the visual side of it was left hanging…
The brief to our amazing art director Bruno Palmik was simple – we need something that reflects and feels us. And that was it! Simple, isn’t it? In the creative world it means that there was no brief and it usually is the worst case scenario. Best clients ever…..NOT!
On the other side, this gave our art director freedom to experiment and we’re glad that he chose a new direction to us. As the great advertising executive Jack Trout once said: “Differentiate or die!”.
When we got the first draft, then, honestly, we were a bit hesitant. Going from the colours of blue and white to pink, purple and orange seemed unfamiliar. At the same time, we absolutely loved the gradient style – the smooth transition from one colour to another. It felt so US – PLAYFUL and RADIANT.
Furthermore, if you check the full logo, then it has also some symbols hidden in the letters. The “F” can be interpreted as a kite, wing or blowing wind. The “I” at the end as a kiter, a human being. Therefore, the logo isn’t just some letters next to each other, but the logio also has a visual interpretation. And we believe that it’s extra cool. The logo also became a bit more streamlined – again hidden interpretation – like the flowing waves.
The last two symbols also created our short logo version. The stand-alone symbols that could be used on our merch.
With our new visual identity, we also wanted to make sure that we have a way of explaining who we are. In our cultural room, Wafi doesn’t mean anything at the first glimpse. The challenge was how to explain that each letter stands for a separate word – Wind Assisted Fucking Idiot. Without the assistance of wind, kiters are basically just random beach boys and girls trying to look cool.
Again the art director had a funky solution to it – the third part of the logo is the explanation what the words stand for. We can use it separately or, for example, on the back of the hoodie so that everyone understand the meaning of the logo without asking 😉
As a conclusion, our new visual identity is exactly what we are – fearless, playful, radiant and sexy!
Soon we’re going to launch our MERCH with all the COOL new logos. Stay tuned!
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