The ISA uses Helvetica to make the world a better place
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.
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.”