2014

i.i.i.i.nnes skateboard clothing

introduction

In the world of culture and industry skateboarding is merely an adolescent, The age of this industry is as young as the perticapants involved in the culture but growing rapidly to claim a position in the world of industry. Innes is a premiere skateboard clothing company that will provide a style and piece of mind to the skateboarding culture. Innes skateboard clothing is at the forefront of this culture and makes strives to excel its brand by makeing sure the culture stays rich and inspiring to communities world wide.

research

development

standards

design solutions

1.1abstract1.2theme

1.3 research paper

logo development

2.1 color palette2.2 typography2.3 texture2.4 logo

moodboards3.13.2

4.1 appwebsite4.2

4.3 social media

3.3 demographic

table of contents

0203

10-1112-1314-1516-17

18-2324-2526-2728-29

30-31

37-38conclusionreferences

3.4 swot

32-36

39-40

04-09

41-42

research

1.1abstract1.2theme

1.3 research paper

01.

Innes is a leading provider of skateboard clothing and skateboard accessories for the industry all over the world; Innes operates to maintain strong quality skateboard clothing while offering raw and old school ideas to new age consumers.

theme1.1

02.

Innes skateboard clothing represents the heart and sole of a culture that is based off of individual and artistic expression. Innes clothing works hard to stay a step a head of the skateboard game with clothing that creates futures while embracing the growth of the skateboard past. Innes is going to embrace the process that built this industry such as the older generation with unique color palettes and retro graphics that this once young generation grew up seeing on an everyday basis along with new and innovative ways of using these retro themes for such things as phone apps, and social media sites.

Innes is a style of clothing that can be had in all cultures ranging from young teenagers to the blue-collar worker who needs good strong clothing on a daily basis, with Innes all cultures will benefit from the versatile feel that can compliment anyone who is looking for a basic look to a loud and creative approach to their wardrobe. Innes is the core of skateboard culture needs whether it is for clothing or for knowledge of the history, This Campaign will put Innes in the forefront of its competitors by researching all aspects of the skateboard culture along with the future trends and past innovations to collectively give the industry a Clothing company everyone will love.

1.2 abstract03.

1.3 research

To know the experience of INNES you need to feel what needs to be felt, the good and the bad, the pain and the glory but first you must ask yourself if it’s going to be worth it but the answer is evident ….yes. The problem that is in question to be solved is the connection of new age skateboarders with the history of skateboarding and the lack of support from such a diverse culture. It is very important that skateboarders of today help take care of the sanctity of skateboarding by preserving the quality of its history. INNES clothing has this capability but has not reached out to the masses as expected like most competing companies have. To be able to meet the goals of INNES, it is an obligation to support the future skateboarders, The main objective is to be able to get the name INNES out there to the masses and to show the future skateboarders that skateboarding is not just tricks, style and popularity, we need them to know it’s a family, a culture and most importantly a way of life. This Paper will show the value, the core and the explanation of how INNES clothing will bring life back into skateboarding along with its history.

i.nnes skateboard clothing04.

The project will offer a substantial amount of history to entice future generations to keep the quality of the brand and the quality of the art top notch. This paper will discuss the weakness, strength, the unique value of the brand and ways to transform it into a sought after company.With social networks, websites and the growth of online and video magazines this project has the means and the power to put the art and sanctity of skateboarding back in the hands of its culture. Legendary Skateboarder Matt Hensley, who paved the way for streetskaters all over the world, and his brother who is musician Chris Hensley own INNES skateboard clothing company. INNES is a Scottish clan name of their late mother Sharon that they both thought was a great foundation to honor her by

starting a company together. The INNES clan motto is “BE TRAIST” meaning trustworthy, The INNES logo is a swallow bird that symbolizes honor, faith, love and hope and represents everything from luck to loyalty. It can serve as a reminder of family, friendship and trust. When asked why the swallow, Matt responded, "They are extremely loyal and are never in one spot for to long- a feeling I can relate to, as I was lucky enough to have had the freedom to live out of vans, buses, and motels since I was a kid."The INNES brand represents an outlook that has always been inspired by real music and skateboarding. The aim is to provide people with honest clothing that has an attention to detail and classic style (Matt Hensley, 2013).

In most cases it is easy to research companies and history of success with in most industries, skateboarding is different, skateboarding is so young that it barely has such a thing called a history which is so important to those involved to preserve. Some of the most important assets of this company are the fact that Matt Hensley does own it and it has a basic foundation of appeal, in other words it’s at a solid starting line with the look and the feel of the company. After researching through successful companies that have really set the tone for the market, there is an article about Nike skateboard shoes and some of the things they did to innovate in the skateboarding market “collectors and sneakerheads” come back religiously to discover the newly released shoes” (Tim Barber, 2005) Every month Nike releases a new shoe that is only run for that month which becomes a collectible series of SB shoes. Using this technique we reach out to our demographic by running special edition products that represent the growth of the industrysuch as throwback graphics and logo’s including some of Matt Hensley’s board graphics and T-shirt graphics along with his signature red plaid flannel look that he always wore when skating.

researchcont.1.3 05.

research cont.1.306.

When you first introduce yourself to a culture such as skateboarding, you have to look deep inside yourself to find the direction you want to set forth upon with in the culture. Skateboarding is not a culture that creates same shirt wearing men, talking the same language, and skating the same spots, Skateboarding is a representation of what the world would like itself to be; Independent with in each individual, cultural, spiritual and most importantly unified with in all the cultures skateboarding provides. What makes INNES different from its competition is the versatility of its support for all cultures. “The INNES brand represents an outlook that has always been inspired by real music and skateboarding” (Matt Hensley, 2013). Although INNES is versatile with in the skateboard culture its time to put a stamp on its own culture with in skateboarding and the best way to do so is to get them while they are young. The target audience is going to be skateboarders in theirmid teen years when young men and woman are developing their sense of individualism and by tapping into this age,

INNES can become a household name for the future skateboarders who keep developing the culture of skateboarding. The importance of this project reflects mainly on where skateboarding is today. Skateboarding started off as a rebellious way of life and to go against the grainwhile at the same time expressing the individualism of the person skating, now skateboarding has turned into one of the fastest growing sports getting recognition from primetime television coverage. Skateboarding also has created athletes with multi million dollar shoe deals to young kid as well as young adults. Skateboarding even has an internationally recognized holiday on June 21st, which is go skateboarding day. This is the point in a culture that could become very bright in the future or explode from a growth that is entirely way too fast, which leads to believe if we can keep the sanctity of skateboarding alive and healthy cheers will

i.i.i.

07.

be had to a bright and strong future. Since 1996 Innes has been trademarked as a company that only utilizes the black and white color palette along with a burgundy type accent color. “Color is the visual component people remember most about a brand followed closely by shapes/symbols then numbers and finally words” (Jill Morton, 2012). Which rarely is established in most of the Innes design. Along with a basic color scheme, Innes skateboard clothing takes the solid color approach focusing all media and apparel on a solid black base with white logo style. “Research has reinforced that 60% of the time people will decide if they are attracted or not to a message - based on color alone!” (Jill Morton, 2012). With this said it is important to expand on a more diverse color palette such as earth tones and deep-pigmented primary colors, this will reach a more diverse group than the original black and white palette.

Color increases brand recognition by up to 80 percent (Source: University of Loyola, Maryland study). Innes clothing uses the swallow bird for a logo, which according to Matt Hensley is because it shows everything from luck to loyalty. The swallow bird should stay as the logo for Innes clothing but with a make over. The logo now is a silhouetted swallow which is going to be turned into more of an abstract logo, possibly designed from skateboard parts such as wheels, trucks, bolts and screws. The texture of Innes clothing is going to still utilize solid colors but behind the logos and typography there will be more texture such as newspaper clippings preferably dealing in historical factsof skateboarding. Other textures will be brush strokes with Innes imprinted with in the stroke, and negative prints or reverse prints. The placement of these prints and textures will be in different areas of the ads or clothing like on the hip of a shirt or on the bottom right of an ad representing the hip logo style clothing.

i.nnesi.nnesi.nnes

researchcont.1.308.

These demographics are also the ages that are utilizing social networks the most 26-34 years of age topping that chart. For Innes the power of media is in their hands according to the statistic of youtube there are over one billion visits to you tube each month, over six billion videos are watched each month. 70% of you tube traffic comes from out side the U.S. and its localized in 56 countries. The best part of youtube is that it reaches more 18-34 years old than cable networks. These statistics are with in Innes wheelhouse and with creative video ads and short films this could enhance the recognition of Innes as a core skateboard brand.

Although paperback magazines are not as popular as they once were, Skateboard magazines ventured into the digital world with digital press and video magazines. Statistics show that Thrasher Magazine one of the original skateboard magazines has over thirty eight thousand members just on their forums alone with two hundred and thirty five new members in September not to mention how many subscribers they have to their digital and paperback magazines. The point to this is with the digital era we can pump up advertising for a smaller budget and still connect with the demographic goals.

Typography is a very vital part of design that can set a project apart from the rest, good or bad. After researching the top 50 best skateboard logos of all time, it is apparent that the only thing in common with each one is that they are truly unique from one another. This being said there is also a form of unification to each logo, The logo is very clean and clear but there are reasons behind the fact that it is what it is.

The bold typography will come in the form of letters such as an “I” minimalism is the key to reaching in in depth logo ideas. “Millennial, born between 1978 and 1994 (currently ages 16 – 32), were the first generation to be “raised” on the Internet and represent a substantial portion of Internet users” (Roy Moreion). The demographic that Innes needs to reach out to is young skateboarders averaging 13 to 25 and old school skateboarders ranging from 26-40 these demographics are the perfect range to meet the goals of Innes.

09.

i.nnes

standards

2.1 color palette2.2

typography2.3texture2.4

logo

2.1 color palette

The other colors with in the color palette will be used for the multi “I” logo and for seasonal use.

10.

Predominant colors

The predominant colors will be used for the single “I” logo as well as at least one of the multi “I” logo.

11.

2.2 typography

bauhaus 93

12.

The logo is a lower case “i” with a period after it in bauhause 93 the full name logo is also an “i” with a period after it along with the rest of the names spelled out in lower case bauhaus 93

i.nnes

13.

When first starting out as a skateboarder you are looking at the world the same as everyone else. when you start to learn the ways and means of skateboardingyou start to look at the world different...more creative. where standard society sees a bench a skateboarder sees an oportunity for new tricks or lines.

The idea behind bauhaus 93 is just that...We might see letters but to skateboarding bauhaus 93 can represent skate spots and skatetricks do to its curvitures and open ended style.

2.3 texture

The textures for innes are based off of the style owner Matt Hensley along with millions of others represented in the growth of skateboarding such as grinded ledges, cardboard, painted canvas and flannel shirts.

14.

15.

The INNES logo is a swallow. It symbolizes honor, faith, love, and hope, and represents everything from luck to loyalty..It can serve as a reminder of family, friendship, and trust.(hensley, 2013)

old logo

full color

new logo

black and white

i.nnesi.nnesi.nnesi.nnesi.nnesi.nnes

full color

black and white

full name logo

16. 2.4 logo specs.

minimal size

17.

i.... .

The distance of the sizeof the period around the top layer of the logo is the closest anything can cometo the logo.

development3.13.23.3

logo developmentmoodboardsdemographic

3.4 swot

3.1 logo development18.

Initial logo concepts

The Initial design concept for Innes clothing is to shrink the bulk but extend the bold. I wanted to find a simple but mediphorical logo that can stand longevity through style and meaning. The logo concept is also to be designed for open interpretation.

chaotic design

First concept

mirror design

Second concept

word logo

19.Third concept

Using the letters “N” ans “S” to sound out the word Innes

Fourth concept

Using Gastalt Principle

Fifth concept

simple and firm

Gestalt is a psychology term which means "unified whole". It refers to theories of visual perception developed by German psychologists in the 1920s. These theories attempt to describe how people tend to organize visual elements into groups or unified wholes when certain principles are applied.

http://graphicdesign.spokanefalls.edu/tutorials/process/gestaltprinciples/gestaltprinc.htm

3.1 logo development cont.20.

Final concept

Gastalt Principle “I” with period

The concept of the “I” with a period is the “I” is for Innes but with the period afterward it shows a form of con�dents such as “Innes Period”.Using Bauhaus 93 as the typography for the logo made itthe most clean for layering and it represented the idea that its a skateboarder standing with the board under his toe.

The logo representing a skateboarder with his/her board under their toe.

i.i.i.Final Logo

21.Multi “I” Logo

Multi “I” Logo with color background

3.1 logo development cont.22.

i.nnesi.nnesi.nnesBlack and white

i.nnesi.nnesi.nnesColor

Multi layer

i.nnesi.nnesi.nnesi.nnesi.nnes

The full name black and white pass will be an “I” with a period afterward then the rest of the name with NO space between the period and the rest of the “I”. The full name pass will be used for tee shirts, stickers, hats.

The full name color pass pass will be an “I” with a period afterward then the rest of the name with NO space between the period and the rest of the “I”. The full color pass will havethe blue on the top layer, the whitein the middle layer and the black on the bottom layer. Also used for tee shirts,stickers and hats.

The full name black and white pass will be an “I” with a period afterward then the rest of the name with NO space between the period and the rest of the “I”. There are five layersevery layer using the opposing colors. The Multi Layer pass will be used for tee shirts, stickers, hats.

23.

i.nnesi.nnesi.nnesi.nnesi.nnes

i.nnesi.nnesi.nnesi.nnesi.nnes

!""#$%%&&&'&()"*+,-)./'/0,%1(")0-23%456789',#4

3.2 moodboards24.

!""#$%%&&&'&()"*+,-)./'/0,%1(")0-23%456789',#9

!""#$%%&&&'&()"*+,-)./'/0,%1(")0-23%456789',#4

The moodboards show a veriaty of di�erent emotional impacts such as Punk Rock, Abstract and an Artist solution to Innes clothing.With in the the moodboards showing from left to right are a collabrative look and feel for innes clothing, The thought is to keep Innes to a minimalist form but allowing some type of chaotic tone or texture show it self in a subtle form.

This will allow more story to be told for a longer period of time and it will also allow a wider range of demographic to connect with innes colthing.

25.

3.2 demographic26.

The Demographic for Innes clothing is simple but deep. First and foremost the demographic that innes is reaching out to the most is skateboarders. Skateboarders are the heart and passion of Innes clothing, It is important that innes focuses on that by making sure they stay true to the core of skateboarding by creating the trends and making sure they are good ones.

Demographic- skateboarders and skateboard supportersage-9 to 40

27.

swot 3.4 strengths

opportunities

Matt Hensley owns it.Also in the Indy Music Market.The clothing is ahead of its time.The companies started by Matt Hensley have a very successful run

Start trends in skateboarding by focusing on the World wide web as the DemographicBroadening the demographicCreate unique product to separate the brand from the competition.

27.

weakness

threats

The demographic is very niche.The product is limited to hats and shirts.Not utilizing the internet as it should be used.Trying to use underground as a selling point.

The skateboard industry is growing fast in technologyThe competition is growing revinuw into the billionsTechnology is changing everyday

28.

design solutions4.1 app

4.3 social media4.2 website

4.1 app30.

The Innes app will keep all Innes supporters connected to the brand and company. The App will also connect with the website �awlessly so users can keep up with news, product and videos from the Innes team.

Front Page

media page

31.The app provides an easy way to watch the latest Innes youtube, See where they are on the Innes tour and its an easy way to purchase the next hottest Innes gear.

blog page

store page

website 4.232.

front page

The Innes website is the core of the social media .The website provides the latest news, video’s and the latest product.

media page

33.

The website will be managed on a daily bases by posting the latest ad on the front page,The latest video on the media page, and the latest blog on the blog page. The latest ads will be posted right after the ad is published and the magazine is on shelves (or digitally published). The videos will be posted every week regardless if its a skate video or an interview this will maintathe audience connection with the team and company. The blog will be posted every two days regardless if its to talk about the latest team news or the latest product review but this will keep the audience connectedas well.

website 4.2 continue

product page

35.

blog page

36.

social media 4.337.

38.

The social media will consist of a youtube station, everyday updates on Facebookand instagram showing product and personality and for business connections LinkedInand google plus will be the main source of social media.

i.nnes

39.

conclusion

40.

For Innes to succeed as a household name the brand has to utilize the technology of the future and stay ahead of the game in social networking and phone app technology. Innes has to keep the style of the brand itself ahead of the compitition by setting trends and not callapsing to a mainstream acheivement where in the long run they will shrivel up into the mainstream pot and eventually disappear.

It is important to be a strong part of the culture of skateboarding for Innes, Innes can become a huge part of the growth that skateboarding is encountering by sticking to the roots of the skateboard culture while inviting new technologies and innovative ideas. The new design for Innes is allowing future skateboarders to connect with the brand while old school patrons can enjoy the rich history of the company.

Morton, J. (2012). Color and branding. Retrieved from http://www.colormatters.com/color-and-marketing/color-and-branding Morton, J. (2012). Color and branding. Retrieved from http://www.colormatters.com/color-and-marketing/color-and-branding Morton, J. (2012). Color and branding. Retrieved from http://www.colormatters.com/color-and-marketing/color-and-branding Statistics. (n.d.). Retrieved from http://www.youtube.com/yt/press/statistics.html

Forum statistics. (2013, sept). Retrieved from http://www.thrashermagazine.com/forum/index/stats/

Pendelton, D. (2011, aug 3). The 50 greatest skate logos. Retrieved from http://www.complex.com/art-design/2011/08/the-50-greatest-skate-logos/santa-monica-airlines

references

research

41.

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photos

http://www.fonts.com/browse/classi�cations/grunge#product_501715http://www.gingkopress.com/ima/trek-david-carson_ic.htmlhttp://www.underconsideration.com/speakup/archives/004727.htmlhttp://dukdesign.com/simplethings/page/11/Musichttp://www.�ickr.com/photos/29033559@N08/4345692115/sizes/z/in/photostream/http://farm3.static�ickr.com/2606/4136068801_92dbeb6bef_z.jpghttp://weandthecolor.com/thirsty-‐script-‐rough-‐texture-‐vintage-‐typeface-‐from-‐yellow-‐design-‐studio/19564http://bgfons.com/download/2845http://www.empireave.com/wp-‐content/uploads/1-‐classic-‐old-‐school-‐plastic-‐skateboard.jpghttp://edge.neocha.com/chinese-‐creatives/some-‐fresh-‐stu�-‐from-‐the-‐skateboarding-‐themed-‐photography-‐of-‐shanghai-‐based-‐shooter-‐alexander-‐hwang/the-‐50-‐best-‐smartphone-‐apps-‐for-‐teachers-‐arranged-‐by-‐category/http://vintageskateboardmagazines.blogspot.comwww.facebook.comwww.instagram.comhttp://topmenstyle.com/skateboarder-style-inspiration-2014-2.htmlhttp://bodyshapeshiftersonline.com/wp-content/uploads/2011/04/front-�st.jpg

42.

edward ryan funk2014