Surfrider Foundation Canada: Logo Redesign
Programs: Illustrator, Photoshop
Surfrider Foundation is a non-profit organization that protects and enjoys the world’s oceans, waves, and beaches through a powerful activist network. The organization aims to enhance its advocacy campaigns and grow its network. Recognizing the need for a refreshed visual identity, I embarked on a logo redesign project. This new logo is a crucial element in enhancing the brand’s visibility and resonance in an ever-evolving digital landscape.
My primary goal with the logo redesign is to modernize the Surfrider Foundation Canada’s visual identity while preserving the core elements that resonate with the community and stakeholders. I aim to emphasize the core values of community, activism, and environmental stewardship by creating a distinct and memorable visual identity that can be easily recognized across various media.
The design required a versatile and adaptable approach to be used across diverse applications, from digital platforms to printed materials and merchandise. Ultimately, the logo had to present a clear and professional image that conveyed the organization’s credibility and commitment to its mission.
The new logo retains essential elements that reflect Surfrider Foundation Canada’s heritage while introducing modern design features for a refreshed look. The central icon features three silhouetted figures holding hands in front of three surfboards, symbolizing unity, community, and how the organization started. The circular background with three wavy lines, represents water and how it operates: locally, regionally, and nationally. The acronym "SFC" is prominently placed within the icon, reinforcing the organization's identity. The use of bold, sans-serif typography for "SURFRIDER FOUNDATION CANADA" enhances readability and impact.
The chosen colour palette consists of shades of blue, as it is one of the non-negotiable elements. Primary Blue (0477BF) represents the core identity of Surfrider Foundation Canada, symbolizing the ocean and the organization's deep connection to water. I used it for main elements like the surfboards, the waves, and the oval outline in the background. Dark Blue (3B5274) conveys stability and trust, emphasizing the strength and unity of the community. It is used for the silhouetted figures and other supportive elements to provide contrast and depth. Light Blue (9AC1D9) reflects clarity, calmness, and openness, representing the foundation's transparent and approachable nature. It is used for background and company letters to create a harmonious and welcoming visual identity.
I have implemented the logo redesign across various touchpoints to ensure consistent brand representation. This includes stationery, business cards, social media, apparel, banners, and signage.
