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The designers task was to create, in close cooperation with the client, a unique alphabet to seed in the development of a logotype for the California based skateboard brand Hockey.
Slapshot: The approach for the visual identity of the Hockey brand is based on the characteristic of a hand lettered sign. This special alphabet uses a very simple symbol, consciously employed with a bold approach. Early on we began with a broad field of reference; ranging from boxing film titles of cinema’s yester-era, to the gestural quality of early Charles Schulz drawings. The resulting product was resolved with the use of a collegiate styled phoenix letter alphabet for a buttoned down appeal. Executed with a squirrel hair sable on a sheet of butcher paper, this natural looking upright alphabet with all of it’s subtle handmade qualities unites the brand image of the main establishment, it’s various branches and whole groups of associated communities.
Endless Friends: The design team was very consistent in their style. Specifically developing the alphabet as a publicity aid. The cleverly constructed alphabet, for use with it’s corresponding logotype, and as a result of repeated and consistent use, has garnered a level of popularity which supports the brand identity. Appearing in ads, on clothing, apparel, shoes and skateboard hard goods, stickers and assorted promo, the Slapshot typeface has been highlighted by brands like Vans, Thrasher and FA. For an example of it’s use in the Hockey promotional video visit, https://vimeo.com/197662424