HOME sweet home   ABOUT ME and other stuff   PORTFOLIO my labor of love   CONTACT send me a note   ....... LinkedIn profile AIKANE   FOUR SQUARE + 1   SUSAN HURST   JTF   TOUCH OF SPA   MIA MORROW   BOLT HARDWARE   IRIS   UNIFY   IDENTITY   PRINT   PACKAGING   ENVIRONMENTAL   INTERACTIVE   AIKANE Alternate views: 00 01 02 03 04 05     OBJECTIVE Aikane is a surfing gear manufacturer that wanted to establish a corporate identity that would help create an image of Aikane as an energetic, unique and recognizable company, a trustworthy friend to all those surfing enthusiasts that are trying to rein the elements of nature. Their business objective, the profile of their target audience, as well as the meaning of the company’s name were the base upon which this project was created. “Aikane” is a Hawaiian word, meaning friend or friendly. This directly reflects the spirit of the company as they strive to appear fun and friendly but always trustworthy and reliable - just as a good friend.   PROCESS The main challenge with the mark and logotype was for their design to support Aikane’s philosophy and all it stood for. The typeface for the logotype, Bendable BRK, was chosen because it appears informal, modern, very relaxed, and, as such, would be very appealing to the company’s young target audience. Aikane’s mark has three distinct areas that symbolize the unity of the sky (light blue), the ocean (dark blue) and the human existence in the midst of those two natural elements. The middle section of the mark, formed by the sky (light blue) and the ocean (dark blue), are two stylized helping hands that stand for friendship. Their contact encloses a small surfboard and forms what looks like a surf, a wave crowned with rich sea foam acting as a bond between the sky and the ocean. This further confirms the idea of friendship that Aikane stands for.   DELIVERABLES Logo, letterhead (8.5" x 11"), business card (3.5" x 2”), and envelope (9" x 4.125")   SOFTWARE & SKILLS Adobe Illustrator | Adobe InDesign | Adobe Photoshop | concepting       Copyright © 2011 Lea Prosenica