T H E M A K I N G O F

T H E P R O J E C T

Larry Mayo is a surfer and board shaper based in Cocoa Beach, FL. His designs are heavily inspired by surfboards of the 60's and 70's. The objective is to create three new identities for the Mayo Board Company while staying true to the company's origins.

I N S P I R AT I O N

Travel posters and luggage tags from the early 20th century. Surfing legends of the 1920's. The washed-up, sun-kissed colors of vintage magazines. Surf rock legends like Dick Dale, the Ventures, and the Beach Boys. The slick hand-craftedness of painted signs. All of these things combine to form the culture from which the new ideas will emerge.

P R O C E S S

The influence of 20th-century ephemera can be seen in the lettering styles.

The word “Paumalu" comes from the Hawaiian name for today's Sunset Beach in Oahu, a popular surfing spot.

T H E DA S H

The "Dash" logo is inspired by the spirit of competitive surfing. The slant of the cursive handwriting adds to the rightward lean, like a rider speeding through the water.

T H E C L A S S I C

The "Classic" logo is inspired by the bold styling of mid-century automobiles. The shape is reminiscent of car emblems.

T H E A DV E N T U R E R

The shape of the "Adventurer" logo recalls a time when avid travelers were distinguished by the labels on their luggage. The colors are faded, but gracefully aged.

Esther LuiProf. Rafael AttiasIllustrator as Designer Spring 2013

Resource images sourced from Harold Darling's "Bon Voyage!: souvenirs from the golden age of travel" and variousmagazine clippings.

The fonts used in this book are Neutra and Nexa Light.