The ISA uses Helvetica to make the world a better place

Stu Nettle
Swellnet Dispatch

La Jolla, California, March 25, 2021 - The International Surfing Association (ISA) has today launched an updated logo and brand identity system in preparation for surfing’s debut as an Olympic sport this summer at the Tokyo 2020 Olympic Games.

Leveraging the strength and universal appeal of the word ‘surf’, the identity represents how surfing transcends sport, lifestyle, logo, and brand.

Watch brand reveal video here.

The ISA brand reveal video showcases the new logo with a series of key messages that embody the core values of the ISA and its mission, which include joy, youth, culture, progression, passion, lifestyle, and teaching, among others.

The ISA’s tagline ‘A Better World Through Surfing’ will continue to be represented in the identity system. Introduced in 2019 on the proposal of the ISA President, the tagline embodies the ISA’s mission and values to use surfing as a tool to make positive social impact around the globe.

ISA President Fernando Aguerre said:

“Surfing has come a long way in my journey with the ISA, and with all change taking place in the world, we felt this was an opportune time to update our image and identity. We need to represent the current – and future -- state of the sport as we expose fans from all around the world to surfing, many for the first time, at the Olympic Games. We have embraced surfing’s ethos of simplicity and youth, which is effective across the array of digital mediums whether a smartphone, tablet, or desktop screen.

“When we were searching for a new direction for the brand, we realized that the solution was right in front of us all along. Surf! The ISA is composed of individual surfers, organizations, and federations from all around the globe – from grassroots all the way to the Olympics. We are all surfers. We all represent surf and we all live surf, hence the new logo, isasurf.

“Paying homage to our original logo, which withstood the test of time for more than two decades, we maintained the same hue of blue that draws a strong connection with the ocean and nature. We went back to the original designer that we hired in 1994 to create a new identity and logo for the ISA. Mario Gemin, a master designer from Argentina, did a brilliant job again in 2021.

“Our new identity will herald in the present and future of the sport. From the surfers preparing to debut in the Olympic Games, to the children riding their first wave, our new logo highlights our togetherness, as we continue together in our mission of making a better world through surfing.”

Comments

Nick Bone's picture
Nick Bone's picture
Nick Bone Friday, 26 Mar 2021 at 8:43am

Eh?

stunet's picture
stunet's picture
stunet Friday, 26 Mar 2021 at 8:46am

It's the big news in the surf world, Bone.

Blowin's picture
Blowin's picture
Blowin Friday, 26 Mar 2021 at 8:54am

“ Leveraging the strength and universal appeal of the word ‘surf’, the identity represents how commerce and layers of bloated bureaucracy transcends sport, lifestyle, logo, and brand”

Sprout's picture
Sprout's picture
Sprout Friday, 26 Mar 2021 at 9:58am

...they say as they present their primary school child's first go at InDesign and charge you 6 figures for it.

Gra Murdoch's picture
Gra Murdoch's picture
Gra Murdoch Friday, 26 Mar 2021 at 9:04am

Goodness me!

thermalben's picture
thermalben's picture
thermalben Friday, 26 Mar 2021 at 9:14am

Oh, this wasn't a DA piece?

etarip's picture
etarip's picture
etarip Saturday, 27 Mar 2021 at 7:56am

That was my first impression too.

ryder's picture
ryder's picture
ryder Friday, 26 Mar 2021 at 9:19am

And we won't hear from them again for another for years.

thermalben's picture
thermalben's picture
thermalben Friday, 26 Mar 2021 at 9:43am

Happy to post the weekly email messages if you like. Here's a recent snapshot of the Subjects:

"ISA Reaffirms Commitment to World Surfing Games with Release of Health and Safety Plan"
"Tune in! State of Olympic Surfing with Caroline Marks and Frederico Morais"
"ISA Solidarity Fund Uplifts Communities around the Globe"
"ISA Medical Commission Holds Successful First Meeting"
"ISA Furthers Commitment to Gender Equality through United Nation’s ‘Sport for Generation Equality Framework’"
"ISA Announces Creation of Medical Commission to Promote Athlete Health, Advise on Medical Services"
"ISA Awards Scholarships to 43 Underserved Youth around the World"
"The ISA Joins United Nations’ ‘Sports for Climate Action’ Initiative to Further Prioritise Sustainability"

AndyM's picture
AndyM's picture
AndyM Friday, 26 Mar 2021 at 10:00am

Betoota Advocate could learn a thing or two.

thermalben's picture
thermalben's picture
thermalben Friday, 26 Mar 2021 at 11:43am

Just re-read the second to last Subject title - inadvertently omitting an 's' - as "ISA Awards Scholarships to 43 Undeserved Youth around the World".

Nice to see the Undeserved Youth of today getting a leg up.

linez's picture
linez's picture
linez Friday, 26 Mar 2021 at 12:01pm

Hahaha

lost's picture
lost's picture
lost Monday, 29 Mar 2021 at 10:11am

I did the same thing and had to do a re-read. Thought it said undeserving youth - hilarious.

Bob Sacamano's picture
Bob Sacamano's picture
Bob Sacamano Friday, 26 Mar 2021 at 9:19am

When I have a glass of wine I often look at that wanky spiel on the back, the one about about fine grain tannins and hints of oak, fucked if I can ever taste them though. Similarly, this wankfest of corp speak about a new logo might take a few hits of something psychadelic for me to see their vision manifested in font. At least someone in Argentina (funny his design was blue and white eh?) is laughing all the way to the bank, anyone know the cost of the new logo?

Bustard's picture
Bustard's picture
Bustard Friday, 26 Mar 2021 at 9:37am

Bob
the cost of the logo pretty minimal, The cost to fly the marketing team to ISA HO to conduct ideation sessions and creat mood boards and deliver prototyping for 360 deg feedback and the dinners out to reflect on how truly inspiring the meeting was and how awesome the marketing team are.....yeah thats a little pricier

AndyM's picture
AndyM's picture
AndyM Friday, 26 Mar 2021 at 10:02am

I have it on good authority that flying the marketing team around was part of the ‘Sports for Climate Action’ series of meetings.

Nick Bone's picture
Nick Bone's picture
Nick Bone Friday, 26 Mar 2021 at 10:27am

Semi-related - Ratepayers in my shire got footed a 200k bill for a failed consultation on naming our new Aquatic centre last year. Hahaha. Whaaa?

Would love some transparency on how that money got allocated..

Bustard's picture
Bustard's picture
Bustard Friday, 26 Mar 2021 at 11:32am

They probably went straight to implementation stage instead of following the old tried and true method
Empathize > Define > Ideate > Prototype > Test > Implement
Trap for young players....or those that saw the cash grab and took it

Bob Sacamano's picture
Bob Sacamano's picture
Bob Sacamano Friday, 26 Mar 2021 at 11:27am

I know the GC council dropped $680k many years ago on a new logo and all they got was a red dot.

https://www.businessnewsaustralia.com/articles/opinion-divided-over-new-...

walter-r-white's picture
walter-r-white's picture
walter-r-white Friday, 26 Mar 2021 at 9:20am

This is as dumb as nbn co trying to trademark "nbn" and requiring, under their trademark usage guidelines, the network be referred to as the nbn network.

Blowin's picture
Blowin's picture
Blowin Friday, 26 Mar 2021 at 9:30am

Stunning and brave.

Gra Murdoch's picture
Gra Murdoch's picture
Gra Murdoch Friday, 26 Mar 2021 at 9:52am

On a pedantic note, I don't think the font is Helvetica. If you'll note, say, both ends of the 's' – in helvetica they'd be perfectly horizontal, as opposed to the 45-degree planes they are in both S's of the isasurf wordmark.

Jono's picture
Jono's picture
Jono Friday, 26 Mar 2021 at 9:57am

Yep it's Trade Gothic. I did notify Stu, currently waiting for the "font nerd!" response.

Gra Murdoch's picture
Gra Murdoch's picture
Gra Murdoch Friday, 26 Mar 2021 at 10:18am

I'm not sure it's Trade Gothic? – at least not the cut of T.G I have? I might not have the whole family etc
though. (edit: if not TG, very very close)

Jono's picture
Jono's picture
Jono Friday, 26 Mar 2021 at 10:21am

Ah, looks like we've got a font nerd battle. OK I'm thinking Trade Gothic Next (Pro Regular)

https://www.myfonts.com/fonts/linotype/trade-gothic-next/pro-regular/

Gra Murdoch's picture
Gra Murdoch's picture
Gra Murdoch Friday, 26 Mar 2021 at 10:28am

so close... so so close, but look at arm of the 'r' in the wordmark - the far edge two degrees off vert, but in trade gothic fully vert... but there's a fair few cuts of TG floating around I'd imagine, so god knows. All I know is I HAVE to start working for real right now.

Jono's picture
Jono's picture
Jono Friday, 26 Mar 2021 at 10:35am

Fark, well spotted. I bow down, sensei.

bonza's picture
bonza's picture
bonza Friday, 26 Mar 2021 at 10:49am

gentlemen. this is a custom made font. can you not see. it is art

thermalben's picture
thermalben's picture
thermalben Friday, 26 Mar 2021 at 10:34am

Personally, I would have gone with Comic Sans. 
​​​​​​​

AndyM's picture
AndyM's picture
AndyM Friday, 26 Mar 2021 at 11:04am

Always Comic Sans, so versatile.

Bob Sacamano's picture
Bob Sacamano's picture
Bob Sacamano Friday, 26 Mar 2021 at 12:00pm

So we can expect to see the new Swellnet logo in comic sans?

Sprout's picture
Sprout's picture
Sprout Friday, 26 Mar 2021 at 7:32pm

Jono's picture
Jono's picture
Jono Friday, 26 Mar 2021 at 8:32pm

Ooooh yeah

Craig's picture
Craig's picture
Craig Friday, 26 Mar 2021 at 8:50pm

Haha.

Bob Sacamano's picture
Bob Sacamano's picture
Bob Sacamano Friday, 26 Mar 2021 at 10:35pm

Nice

velocityjohnno's picture
velocityjohnno's picture
velocityjohnno Sunday, 28 Mar 2021 at 3:06pm

Can you do the Swellnet logo in traditional gothic pls?

surfstarved's picture
surfstarved's picture
surfstarved Saturday, 27 Mar 2021 at 1:02pm

Thanks Ben, I just spat coffee all over my keyboard.

Hall of Lame's picture
Hall of Lame's picture
Hall of Lame Monday, 29 Mar 2021 at 7:02pm

You are kidding right, Thermal Ben?!
How could comic sans have "embraced surfing’s ethos of simplicity and youth"?!
This could ONLY be achieved through Helvetica or the like.

Baron von Spatula's picture
Baron von Spatula's picture
Baron von Spatula Sunday, 28 Mar 2021 at 1:16pm

... an awful piece of identity design.
Initial thought: 'Franklin Gothic' ... now leaning towards 'News Gothic' or even [que noxious sulphuric odour] Microsoft Sans. (the lowercase 'r' has me stumped!)
Typography aside: the tautological use of the word 'surf' should have been addressed ...

Spuddups's picture
Spuddups's picture
Spuddups Friday, 26 Mar 2021 at 10:19am

They should have gone Times New Roman. Connect with the Gen X demographic. One of the great fonts really. Got me through my university years along with Word Perfect and a 286 PC. Been waiting for the Millennial hipster set to start using it ironically.

brandonrooney14's picture
brandonrooney14's picture
brandonrooney14 Friday, 26 Mar 2021 at 11:42am

Glad someone beat me to this!

AndyM's picture
AndyM's picture
AndyM Monday, 29 Mar 2021 at 10:43am
simba's picture
simba's picture
simba Friday, 26 Mar 2021 at 10:15am

zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz

adam12's picture
adam12's picture
adam12 Friday, 26 Mar 2021 at 10:47am

I've always been a bit cynical about the ISA and what they are, but after seeing their new logo my whole opinion has changed. Wow! Blew me away! I get it now, and it is exciting to look to into the future. (Japanese beachbreaks).

thermalben's picture
thermalben's picture
thermalben Friday, 26 Mar 2021 at 11:50am

Bit of a scandal last year as to the logo for the newly minted "National Brand Advisory Council", which cost taxpayers $10 million.

Even worse, launched during the middle of the Covid-19 pandemic, it looks like the bloody virus itself.

https://www.abc.net.au/news/2020-07-01/is-the-famous-australian-made-kan...

blackers's picture
blackers's picture
blackers Friday, 26 Mar 2021 at 12:11pm

Oooh, nice! Represents our commitment to the minerals trade perfectly: gold in colour (tick), symbolizes an explosion (tick) and an empty space (no fill in the letters) where there once was something! Absolutely perfick. $10 Mill well spent.

sheep shagger's picture
sheep shagger's picture
sheep shagger Friday, 26 Mar 2021 at 12:04pm

Helvetica, Times New Roman and Windings walk into a bar.
Barman says "Sorry, but we don't serve your type here."

stunet's picture
stunet's picture
stunet Friday, 26 Mar 2021 at 12:13pm

Ha ha

Gra Murdoch's picture
Gra Murdoch's picture
Gra Murdoch Sunday, 28 Mar 2021 at 2:44pm

or, we don't serif your type here

ringmaster's picture
ringmaster's picture
ringmaster Friday, 26 Mar 2021 at 12:12pm

What a giant wank surfing is becoming.

"the universal appeal of the word 'surf' " Fuck me dead..........

Blowin's picture
Blowin's picture
Blowin Friday, 26 Mar 2021 at 12:18pm

True though. I’m writing this on a Samsung wifi surf board whilst my Jeep waits for me to surf through the bottle O to pick up some Coronas on the way home.

Island Bay's picture
Island Bay's picture
Island Bay Saturday, 27 Mar 2021 at 4:21am

Your long tresses wafting in the warm breeze, and that sickly 'little river' tune playing.

garyg1412's picture
garyg1412's picture
garyg1412 Friday, 26 Mar 2021 at 12:20pm

Looks to me like "Mario Gemin master designer from Argentina" might be a conman extraordinaire.

Ash's picture
Ash's picture
Ash Friday, 26 Mar 2021 at 12:56pm

If nothing else at least I've now heard the 3 fonts walk into a bar joke.......I love a good dad joke.

Bustard's picture
Bustard's picture
Bustard Friday, 26 Mar 2021 at 1:23pm

I was going to make a font joke....but I'm just not bold enough

thermalben's picture
thermalben's picture
thermalben Friday, 26 Mar 2021 at 1:26pm

Serif’s pumping this morning, mainly at Comic Sands.

OHV500's picture
OHV500's picture
OHV500 Friday, 26 Mar 2021 at 1:24pm

FFS - what a total wankfest. It makes me embarrassed to be a designer.

Ash's picture
Ash's picture
Ash Friday, 26 Mar 2021 at 1:33pm

Now puns, it's getting better, at least better than the news breaking logo by the ISA.

Ash's picture
Ash's picture
Ash Friday, 26 Mar 2021 at 1:37pm

I was going to try to add a pun, but I'll leave it to the textsperts.

truebluebasher's picture
truebluebasher's picture
truebluebasher Saturday, 27 Mar 2021 at 12:42pm

Stick it to the Man! ISA (rebrand) = [ Surfing's World Governing Authority ] Cool!
Problem with Drug Crazed Surfie Dregz! ISA (rebrand) = [ For a Better Surfing Future ] Cool!
Your oceans weren't coughing up enough shit! ISA (rebrand) = [ A Better World through Surfing ] Cool!
www Search results not up to scratch! ISA (rebrand) isasurf = [ NYSIPTUPFIELCTPRCLJDOS ] Huh?

www Search Results : (NYSLZMOSE) Elo Dance routine ...gotta be happy with that! [isasigns Cheque]
https://twitter.com/NYSLzmose/status/1368617124730638336

isasurf = nature, youth, strength, innovation, passion, teamwork, unity, progression, family, inspiration, equality, legacy, community, teaching, persistence, respect, culture, lifestyle, joy, dreams, Olympic, surf.

Reinvigorating message brothers but maybe a tad Me too clingy for Pandemic Stickers...

What's so funny 'bout Peace, Love & Understanding.
https://www.youtube.com/watch?v=Oy3LpV0THB0

...like was gettin' really superstokeded with the Flag waving & those soppy lyrics & all that...
... then this mental arse tbb had to over-rethink his re-imagining brief...
screw tbb & screw the whole crew...why can't ya'll just leave the rebranding of our isasurf planet alone!

PS : isasurf team judged tbb's comment as least hostile & refashioned his blather into a tone dea[f] like.

Nick Bone's picture
Nick Bone's picture
Nick Bone Sunday, 28 Mar 2021 at 11:40am

Over on BG, the same article but reporting this only happened last night whereas this article was up on Friday? Behind the times? World clock differences?

velocityjohnno's picture
velocityjohnno's picture
velocityjohnno Sunday, 28 Mar 2021 at 3:11pm

Ka-ching for the designer, ka-ching for the committee members. Dare I say, looks a little plain?

Remigogo's picture
Remigogo's picture
Remigogo Monday, 29 Mar 2021 at 11:35pm

I piece of wood wouldn't look so good without a bit of basic plaining... I say ay...

Phil Jarratt's picture
Phil Jarratt's picture
Phil Jarratt Sunday, 28 Mar 2021 at 7:30pm

This is the most amusing thread I've read on Swellnet in years. Good work Stu, Gra and others, but Sheep Shagger takes the prize with three fonts walk into a bar. Meanwhile, what can be done about Fernando! The bloke's all heart, but I bet the entire Latin American Olympic surfing contingent could have flown first class to Tokyo for what they paid the design guru to copy a font off a chart.

D-Rex's picture
D-Rex's picture
D-Rex Sunday, 28 Mar 2021 at 8:14pm

I just wanna know who are the key board members involved in this typo controversy?

Solitude's picture
Solitude's picture
Solitude Tuesday, 30 Mar 2021 at 10:26am

isasurf

Bit like saying ‘atm machine’ ........

Mad_DB's picture
Mad_DB's picture
Mad_DB Monday, 5 Apr 2021 at 7:49am

Hilarious. You bunch of cunny fonts. I hear it as accented statements or questions during early surf check.
Italian -Isa surf?
Jamaican - I's a surf but me get no waves mon.