Taking on a logo brief for a new brand is exciting. A blank page can also be scary. But when I was approached to create a logo for a wake park the page didn't stay blank for long.
Airwake is a 'cool', young business. It's where you want to be seen. And the Airwake identity is something that will be seen everywhere around the park. On boards, wetsuits, ramps, online and offline.
I started by playing around with wave like shapes with smooth curves. But the Airwake brand needed to be edgier (literally). It needed to be sharper.
It also needed to look good upside down. Why?
Because wake boarders spend a lot of time upside down. They flare their boards up at crazy angles and as their mates snap a shot to put up online, the logo needs to look great from every angle.
Thankfully, the letter shapes were kind to me and locked together as a unit. The word-mark was created to reflect the journey of a waker, compliment the icon and look great on t-shirts, hoodies, caps and stickers.
