Crusty Goons Surf Club

Brand Design

Crusty Goons Surf Club is a concept born from my love of surfing and the feeling like there aren’t any surf brands that feel true to what I, ideally, think surfing should be. While surfing is gaining in popularity in the Pacific Northwest, I don’t think there is a brand or culture built that feels as unique or as genuine as the experience of surfing here deserves. Between the fickle waves, cold water, shark danger, and desolateness of the Oregon coast, the experience of surfing here can be described and rugged and dangerous.

The Brand Mark

The core values that guide Crusty Goons Surf Club:

• D.I.Y. or Die - The less you have to rely on others, the more of the experience you can claim as your own doing. This can mean anything from finding your own surf-spots to making your own surfboards. If given the choice to build or buy, a Crusty Goon will choose build.

• Be a local legend - Connect with the people you share the ocean with, give when you can, and keep everyone stoked.

• Humility always - Humility can save you when you know the swell is too gnarly to paddle out, and it can save the vibe in the water.

• The set of the day is on the horizon - Nature is unpredictable, and it is just as easily capable of surprising for better or for worse. The fickle nature of surfing in the Pacific Northwest makes the good days all that more special; if every day is met with forward-looking optimism, even the bad ones are the best they can possibly be.

Acceptable Variations and Usage

Typography

Brand Imagery

All imagery should be black and white and a little gritty. These shots from an expired roll of black and white film I shot at one of my favorite surf spots fit the visual language of the brand.