The Challenge

Shell Beach Surf Shop has been a local treasure on California’s Central Coast. After a history of one-off logo modifications and apparel designs, the shop was ready to create a mark that stood the test of time. San Luis Obispo county also has well known surf shops and we wanted to be sure SBS was recognized as a part of the local surf community as well.

Our Solution

We looked at what truly makes the surf shop unique before coming up with a new look and feel. The understated, beautiful remote location was always at the core of the conversation and became part of our focus. Locals and tourists alike are proud to say when they surf in Shell and are a part of the Shell Beach community.

Say “surfing” without saying “surfing”

In order to create a modernized, timeless look for the surf shop, we leaned into subtle design attributes that spoke to the water, surfing, and community.

Treatments like the curves of the letters and the underline in the shape of a fin were used to convey surf and nautical vibes without being too literal. We used a textured typeface to add authenticity and a natural element. The diamond shape around the mark is an extension of the brand history, making sure any equity from previous versions of the logo was retained.

Versatility enhances opportunities.

The shop sells a variety of merchandise, from seasonal t-shirts to custom-shaped surfboards. The new logo is versatile enough to stand out in its line form and also filled in depending on where it gets used.

Next: The Garages

Creating a mark for an elite storage facility serving a community of boat and RV owners that evokes security, stability, and community.

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