Cape Ann SUP + Surf
Deliverables
Logo Redesign
Style Guide
Signage
Apparel
Cape Ann SUP + Surf has served the paddle and surf community of the Massachusetts north shore for over a decade. What started with a truck and a few paddleboards has expanded to four locations and a newly renovated Board Barn with a broad selection of premium and quality products.
From Refresh to Redesign
Cape Ann SUP approached us in early 2021 while their historic 1700s barn was under construction. They wanted to update their current logo to equally represent “SUP” and “Surf.”
The barn renovation meant an expanded (and more premium) product line and reaffirmed their commitment the Cape Ann water community—they’re in it for the long haul. A couple of conversations later, we agreed now was the time for something more than just a refresh.
Initial Concepts
Cape Ann SUP requested the following:
retain the iconic red and dark gray color palette
an athletic and more premium aesthetic
a mark that could be used on apparel and signage with or without an accompanying wordmark
a reference to Cape Ann
In the end, we combined two concepts to represent the coast of Cape Ann and the tip of a surf or paddleboard
Then, we explored a LOT of variations to get that mark just right.
The final modular logo system has the right balance of consistency and variety, allowing flexible use across digital, print, signage, and all kinds of swag.
(...and we do love swag.)
Shoutout to CAS+S who were not only amazing clients but let us snag the images below from their Instagram feed. If you’re in or near Gloucester, MA, like to surf or SUP, and/or like good people, give them a follow.
