surf logo concepts - need ideas

[Splashsky]

So, to explain, surf/SURF is a tech-focused company that delves into video games, physical hardware and digital media. It's really quite a jack of all trades company, and it's brand would be printed onto shirts and laser etched onto brushed aluminum surfaces. The idea is to create a logo that is very fresh, very informal and sporty, but chill.

Conceptualizing the icon has been quite difficult, and these are some of the rough ideas I've come across so far. I'm just looking for critique and help with ideas now.

 

[Levi]

OK... this should give you food for thought (and I live near the coast)
Those logo's you've shown are basically what I would expect from a 'surfing' company, ie someone who deals with people who do surfing etc.

You're trying to use that 'theme' of surfing for a technology blog which just happens to use the term surf due to 'surfing the internet'...

Simply put it doesn't and never will work because the beach themed surf design is so ingrained into people that when they see that log they will just think of 'beach'.

 

[Splashsky]

OK... this should give you food for thought (and I live near the coast)

I lived in Florida for about 10 years, so I feel ya.

Those logo's you've shown are basically what I would expect from a 'surfing' company, ie someone who deals with people who do surfing etc.

It's a good vibe. Not something I'm trying to stay away from, but would like to kind of mitigate.

You're trying to use that 'theme' of surfing for a technology blog which just happens to use the term surf due to 'surfing the internet'...

Actually, the name used to be Club Surf, and it wasn't originally from that phrase... it's more of a call to the ocean in general, especially a part of it associated with sports and energy.

Simply put it doesn't and never will work because the beach themed surf design is so ingrained into people that when they see that log they will just think of 'beach'.

Well, maybe, but the idea for the icon is to invoke that feeling while also trying to be a little more abstract, to minimize the direct, maybe immediate, correlation.

 

[Levi]

Well, maybe, but the idea for the icon is to invoke that feeling while also trying to be a little more abstract, to minimize the direct, maybe immediate, correlation.

But unless you go for a more 'generic' logo (ie like say google) you're going to end up using a 'theme' that associates with your business, it might be something that says 'vintage' due to you being an old business or it might be more to the point where it shows an egg for someone who sells eggs for example.

Because you're trying to add a 'theme' to your logo with the 'ocean' (it's in a majority of your sample images) it's going to imply your field of work is to do with the ocean, most likely edging towards surfers and the likes.

There's nothing wrong with going abstract but you're not actually going abstract when you use something that pulls such strong connotations of it's links and associations, all that's doing is 'misleading' your potential clients/readers etc into thinking you do something else. There's a reason we keep referencing K.I.S.S (keep it simple stupid) when it comes to design, it's basically because people are stupid so we never deliberately overcomplicate things when it comes to branding and the likes.

 

[souravjns]

As per my opinion, those logos are not representing a Tech company's logo. You should be more creative and at least try to get some look as like a tech company. You can see the tech company's logo and get ideas.

 

[fisicx]

Find a colour you like and a font face you like and just use the word SURF. I wouldn't have waves or any connection with surfing (the sport). Especially so on shirts and marketing media.

 

[Wardy]

You're trying way too hard to come up with something clever. If you really need a brand mark, make it a very simple S that could ambiguously be a wave,
which may not be easy (it may have to be half an S).

Further to the above, I think you need to call it Surf Media or something, then when you're fully established, lose the Media.

 

[Paul Murray]

Sky, I would strip the logo down so it's focussed more on the use of text, with elements of the sea hinted at. Something like this maybe:



The issue you're facing is trying to brand a company that does or will do a lot of different things. In a situation like that I would always recommend starting simple with something like a text-based logomark and building up from a simple foundation, adapting the base logo to suit each new venture as and when it's required. If you try and account for all eventualities at the beginning you'll find yourself either backed into a corner with an idea, or going round in circles because nothing feels right.

 

[fisicx]

You could even argue that the logo is meaninless without the tagline. Having:

SURF
Video games, hardware and digital media

Makes a lot more sense

 

[Splashsky]

Hey guys! Thanks for all your input. Based on Paul's feedback, I was messing around and I think I ran into something that I can mold and form into a bunch of different things. The swooshes are to represent waves and convey energy and movement, with the text being a modification of a font meant to make sharp edges and give it a really game-like feel. Combined, it makes a really tech-looking logo while keeping a surfing brand motif, and the center of the spiral configuration allows the usage of additional icons to denote various parts of the business. The swooshes can also be used in multiple ways, as shown with the swooshes being together and to the right of the text.

What do you guys think?

 

[Wardy]

Something like this would be my choice, though I think the S has been cut into a bit too much, it looks a lot smaller than the other letters -
it's starting to read as 'Sturf'

 

[vincent007]

Logos ideas are nice but here can be use font with surfboard whatever you mentioned above it should be looking sporty, maybe it can be another idea of logo design.

 

[Wardy]

Logos ideas are nice but here can be use font with surfboard whatever you mentioned above it should be looking sporty, maybe it can be another idea of logo design.

Is that you, Yoda?