S t y l e G u i d e

L o g o a n d B r a n d G u i d e l i n e sb y : P h i l i p D i r v e n

O R I G I N A L U R B A N C R E A T I V I T Y F O R E S T

L o n g b o a r d i n g i s f o r e v e r y o n e

01 Logo

05 Don’t disturb the peace

07 Minimum size and clearspace

08 Logo on boards

10 Main Colors

11 Typography

12 Photography and filmography

19 Tone of voice

The logo shows the feeling of longboarding.

The words that go hand in hand with the logo

are: Peace, freedom, minimalism and smooth.

Sway gives this feeling even more. Sway with

your longboard through the city, mountains

or park. You and your longboard are one.

Sway is there for you to get that awesome

feeling of freedom.

Logo

This is our logo.

It was made out of the feel ing of longboarding.

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Don’t dis turb the peace

Putting pretty things together doesn’t make a pretty whole. You wouldn’t

use two different trucks on a longboard, or wear sliding gloves on a party,

would you? Likewise, don’t do the following:

• Don’t place the logo in the corners.

• Don’t rotate.

• Don’t use a shadow behind the logo.

• Don’t use the wrong colors behind the logo.

• Don’t use words beside the logo.

• Don’t make your own design of the logo. *

• Don’t scale out of proportion.

• Don’t use low quallity. (minimal 250 dpi)

* Except for artists and designers who design the underside of a skateboard. See page 9.

l o n g b o a r d s

• The logo is always centered.

• Use short words and subjects below.

• If you want a different color, use these.

Minimum size and clearspace

Sway wants to give their riders a feeling of freedom and individuality. The

logo wants the same. Freedom and individuality.

The minimal size for print reproduction is 10 mm. Smaller would render the text illegible.

A bit of breathing room around the logo is welcome. A minimal area, of the ‘w’ in the logo.

Logo on longboards

Sway builds longboards, unique longboards. Every board has it’s own style.

Sway likes to work together with designers and artists. They can put their

creativity in the design of a board. But how do we combine that with our

design? Here are some clear guidelines and inspiring ideas.

L ogoNo matter what your board looks l i ke , i t a lways has to f i t n i ce l y.

Hor izonta l and ver t i ca l symmetr i ca l deck Hor izonta l symmetr i ca l deck

L ogo on t h e b a c kNo matter what the design of the ar tist is , the logo has to be

centered on the longboard. A designer or ar tist is al lowed to costumize

the logo but remember : Don’t disturb the peace.

Hor izonta l and ver t i ca l symmetr i ca l deck Hor izonta l symmetr i ca l deck

cyan 62magenta 64yellow 79black 75

cyan 77magenta 57yellow 75black 78

cyan 74magenta 77yellow 57black 77

cyan 34magenta 58yellow 93black 20

cyan 82magenta 20yellow 90black 06

cyan 38magenta 39yellow 43black 16

U r banBeige says quiet, pleasantness, calm,

understated elegance, purity and

softness.

Fo r e s tGreen says growth, nature, harmony,

refreshing, peaceful, contentment,

confidence, beauty, balance, inner

peace, calming, environment, healthy,

vitality, renewal, spring, generosity,

and freshness.

C r e a t i v i t yPurple says creativity, inspiration,

ceremony, motivation, passion,

perception and calmness.

cyan 56magenta 75yellow 72black 82

cyan 29magenta 82yellow 83black 25

O r i g i n a lBrown says stability, reliability, and

approachability. It is the color of

our earth and is associated with all

things natural or organic.

Main colors

Typography

To ensure constancy, here are a few recommendations for placement. To

make it easy, we specifid sizes for some canvas sizes.

Gill Sans Book

Gill Sans Book Itallic

Futura Std Book

Gill Sans bold itallic

Normal font:

Intro text:

Use:

Website, poster, social media images

Size: 12pt

Align: Left

Use:

Website, stories, interviews

Size: 13pt

Align: Jusitfy with last line aligned left

Use:

Website, stories, interviews

Size: 13pt

Align: Jusitfy with last line aligned left

Use:

Website, poster, social media images

Size: 14pt

Align: Centered

Chapters:

Quotes:

Photography and f i lmography

A picture or movie is a piece of the personality of Sway. This also determines

the look and feel of Sway. It’s very important that the photos look good,

professional and have a good quality.

There are a few words that have to be recognizable in our pictures. At

least two of these words must be in a Sway picture.

MinimalismThe simplest and fewest elements are used

to create the maximum effect.

OpennessSway wants to be there for everyone. All

subcultures, generations and ages. There is no

limit and everyone is welcome. Longboarding

is for everyone.

TranquilityThe primal feeling of longboarding based on

tranquility. When you pick up your longboard

up and go, you have the feeling that you float

away. That feeling should also come back in

the photos or video’s.

FriendshipThat awesome feeling when you are

longboarding with your best friends. Moments

that you’ll never forget. Search for a spot,

roll, do tricks, challenge, crash and laugh. The

real friends feeling.

Tone of voice

We want people to feel special. When you have a Sway longboard, you are

special and unique. We are enthusiastic, contemporary, likeable, accurate,

innovative, social, friendly, funny and a little stubborn.

We don’t use lengthy descriptions. This leaves breathing air on the

canvas and keeps the reader’s attention. We don’t like to talk very

much, but if we say something it ’s strong.

“Sway is the silent boy in class who is actually quite popular.”

L o n g b o a r d i n g i s f o r e v e r y o n e