Revisioning
An
Iconic Surf
Shops
Logo
Corporate Logo
Surf N Sea, established in 1965 in Haleiwa, Hawaii, is a historic surf shop that has long been a landmark in the small town, attracting visitors from around the world. While the current logo is recognizable, it feels outdated by today’s design standards.
I wanted the new concept to reflect the original logo while emphasizing the importance of proper gear for water activities. Inspiration came from local duck sightings and their connection to surf terms.
Through multiple iterations, I refined various elements of the logo and achieved a more balanced sense of proportion.
Negative and positive space in the design was essential to reinforcing the visual balance of the logo.
I needed a typeface that would pair well with the logos flare. Iskra was an ideal choice, with its smooth and playful characteristics.