sway style guide
DESCRIPTION
Style guide of Sway LongboardsTRANSCRIPT
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.
l o n g b o a r d s
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