ROXY rebrand
Logomark, color palette, type system, and stylescape
Brand Analysis
I started this project with basic brand research to further understand the values, ethics, and motivations that Roxy represents as a company. After that, I put together a creative brief that would help me stay on track with who Roxy is as I began to create and establish this new brand identity system.
Visual Problem
Roxy delights in women empowerment, strength, and determination. They are a functional, free-spirited, and passionate brand that takes pride in their professional surfing background. The initial logo resembled the characterisitcs and values: an energetic 90s nostalgia. However, it needed an update.
Solution
After sketching, designing, and revising several drafts of the new Roxy logo, the new mark uplifts and devotes itself to Roxy’s values and spirit. The cyan color mirrors the ocean and the vast possibilities that it can bring. The overarching shape embodies two pieces of the ocean: a sand dollar and a strong wave. Because Roxy prides itself from its history of powerful women, the ocean and the competitive sport of surfing, such elements were called to take place in this new mark.
Logo Development Process
Mediums included: Sketchbook, Adobe Illustrator, Photoshop, InDesign.
1st Draft of ROXY logomark.
Final Visual Identity
ROXY Seconday Marks.
Color palette & typography.
Final Logo Statement
Roxy delights in women empowerment, strength, and determination. Since 1991, Roxy has been providing women from all walks of life, to come together and take part in physical activities that give them meaning and value. They are a functional, free-spirited, and passionate brand that takes pride in its competitive background. From gaining its inspiration from reigning professional surfer, Lisa Anderson in 1994, to completing a full line of snowboards in 2003, Roxy provides sustainable wetsuits, surfboards, snowboards, and so much more. Their energetic 90s nostalgia will not only draw you in, but it’ll inspire you to seek out what the world can bring.
The new signature mark and brand system aligns well with Roxy’s values, its spirit, and devotion. The cyan color mirrors the ocean and the vast possibilities that it can bring. The overarching shape embodies two pieces of the ocean: a sand dollar and a strong wave. Because Roxy prides itself in its history of such strong women, the ocean, and the competitive sport of surfboarding, such elements were called to take place in this new signature mark.