Background:
Never Summer is a well-known company that designs and produces high-quality boards. They have been making snowboards, longboards, and wakeboards since 1991. The goal was to create a simple, modern branding system to attract a broader age range of clients.
Approach
Since Never Summer’s current logo was confusing, I decided to take a simpler, cleaner approach. The new logo is purely typographic, with parts of the letters cropped to create a stroke effect. This effect represents the lines left in the snow after snowboarding or skiing. To reflect the fun and energetic nature of snowboarding, I used the color orange. I applied this color to the word “Never” to emphasize its strength, as it conveys both excitement and attitude. To illustrate the opposite of summer, I used dark blue for “Summer” to represent winter.
Outcome
In the end, I designed a modern, clean, and balanced logo with a touch of asymmetry. The design is visually interesting yet simple and should attract a broader audience. The typographic approach of this new logo allows for endless adaptation possibilities.