A well-crafted identity takes time. But sometimes, life (and business) works a little out of order—and that’s where a quick ship identity comes in.
Some of our friends in Raleigh are working hard to build a temporary skatepark to activate underused land in a core part of the city. The land will eventually be home to Devereaux Park, but in the meantime Skate Raleigh could serve as a spot for local skaters while the city works through the Deveraux master plan. Our friends are in the early advocacy stages for this and other initiatives, and needed a logo completed within 72 hours to be able to pitch their ideas convincingly to the city and potential sponsors. If the project gains enough traction, the ID may eventually be used on fundraiser merch as well.
Building a Foundation with Type
We started by quickly testing sets of very bold, chunky sans-serif typography—as is trendy in the industry of skate brands such as Vans, Volcom, DC Shoes, and more. We saw no need to reinvent the wheel in terms of type, especially since our plan was to make it look as though the letters had been skated through. The type needed to be able to withstand that treatment and maintain legibility. It was a great way for us to make a very unique identity without the time or budget to develop imagery or more custom tailored lettering. Not only that, but it meant that we weren’t using imagery that would only appeal to one type of audience: the skate-through effect is relevant for skaters, boarders, or bikers.
Fully Committing to Creatively Applied Color
Raleigh teens and a younger community of skaters are already the champions of this project. So, the logo definitely needed to appeal to a vibrant, energetic, youthful crowd. We chose a neon gradient effect that can be presented with flat or 3D lettering, and leaves a lot of room for artful experimentation on future projects.
What’s Next for Skate Raleigh
We started by mocking up some merch that could help fundraising efforts for Skate Raleigh. See some of our concepts, below.