Design insights & tutorials.

Tutorial: Extreme Sports Branding

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In issue #142 of Computer Arts Magazine (should be in stores now) you can find Oliver’s tutorial on how to design a logo and print ad for a fictional extreme sports brand. The brand he chose to invent was Yellow Snowboards. So head out to your local bookstore and pick up a copy to read the tutorial. Here is an excerpt:

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In this new four-part series, the fine staff at Go Media, myself included, will show you how a brand applies to different media. In this particular case, we’re working with a fictitious snowboarding brand called Yellow Snowboards (get the joke?). Yellow Snowboards needed a logo as well as a printed ad. In the following issues, we’ll be going over the brand’s integration to web, broadcast, and mobile forms of media.
This month’s issue covers the creation of the logo and the print ad. I’ll be going over the creation of the logo that was selected out of three concepts as well as the print ad.
For this tutorial, the print ad serves two purposes. One is to show how the logo integrates into snowboard-related imagery. The other is to serve as an example of how elements of Go Media’s vector packs can be applied to a design.

Step one: I created three different logo concepts for this project. One relates to the joke (don’t eat yellow snow), and the other two are based around the idea of the trendy appeal of snowboarding and other extreme sports. Option 2 was chosen and I’ll describe the process of its creation.

You’ll have to get your hands on the magazine to read the rest of the tutorial!

More photos of the article after the jump.

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About the Author, Jeff Finley

I'm a partner at Go Media, a Cleveland web design and development firm. We also specialize in print design and branding. I started Weapons of Mass Creation Fest and wrote the book Thread's Not Dead, teaching artists and designers how to start a clothing company. In my spare time, I write songs and play drums in Campfire Conspiracy. I'm a happy husband and an aspiring b-boy and lucid dreamer.
Discover More by Jeff Finley

Discussion

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  • Guido

    nice tut :) I’ve already have this issue and the #143 with the second tut of the total 4 :)
    looking forward to issue #144 :D

  • Guido

    nice tut :) I’ve already have this issue and the #143 with the second tut of the total 4 :)
    looking forward to issue #144 :D

  • Lisa

    Hey…don’t forget they posted it for free on their web site at this link (http://www.computerarts.co.uk/tutorials/2d__and__photoshop/extreme_sports_branding,_part_one). Enjoy!

  • Lisa

    Hey…don’t forget they posted it for free on their web site at this link (http://www.computerarts.co.uk/tutorials/2d__and__photoshop/extreme_sports_branding,_part_one). Enjoy!

  • cool snowboarder dude

    Just to clarify, I have the utmost respect for everyone at gomedia and I you guys def put out some of the best relevant design advice and tutorials on yer blog. This one, seems like it is not quite hitting the mark. I am deeply involved in the shred scene and have been for many many years. The ad with the snowboarder and the color swirl things would be savagely counterproductive in terms of trying to make a company look legit in the eyes of the core scene of snowboarding. It would be better suited if it was to be used as an ad for some “xtreme” deodorant or toothbrush. If you look at any snowboard mag, snowboard graphics, website or anything you should be able to quickly realize that you are not on the same page. I am sure it is a great technique tutorial but in terms of the actual shred aesthetic, it would be laughed off by anyone who laid eyes on it. If you want, I can go through and point out the major offenses but regardless, do some research beyond the “X-TREME SPORTS! CALENDER” at the local dollar store if you are going to try to design for snowboarding and make it look respectable. The photo is embarrasingly bad and the swirls make it even cheesier. The logos also are strongly lacking. Snowboarding in recent years has started to develop more and more in terms of art, design and general aesthetics. For examples, look at burtons andy warhol collab, the uninc series, capita’s art collective, humanfive, Analog, Grenade’s branding, spacecraft clothing, etc. Check yourself before you wreck yourself. Just a heads up. Keep up the good work otherwise.

  • cool snowboarder dude

    Just to clarify, I have the utmost respect for everyone at gomedia and I you guys def put out some of the best relevant design advice and tutorials on yer blog. This one, seems like it is not quite hitting the mark. I am deeply involved in the shred scene and have been for many many years. The ad with the snowboarder and the color swirl things would be savagely counterproductive in terms of trying to make a company look legit in the eyes of the core scene of snowboarding. It would be better suited if it was to be used as an ad for some “xtreme” deodorant or toothbrush. If you look at any snowboard mag, snowboard graphics, website or anything you should be able to quickly realize that you are not on the same page. I am sure it is a great technique tutorial but in terms of the actual shred aesthetic, it would be laughed off by anyone who laid eyes on it. If you want, I can go through and point out the major offenses but regardless, do some research beyond the “X-TREME SPORTS! CALENDER” at the local dollar store if you are going to try to design for snowboarding and make it look respectable. The photo is embarrasingly bad and the swirls make it even cheesier. The logos also are strongly lacking. Snowboarding in recent years has started to develop more and more in terms of art, design and general aesthetics. For examples, look at burtons andy warhol collab, the uninc series, capita’s art collective, humanfive, Analog, Grenade’s branding, spacecraft clothing, etc. Check yourself before you wreck yourself. Just a heads up. Keep up the good work otherwise.

  • http://www.gomedia.us Oliver

    Well cool snowboarder dude, if that is your real name, I appreciate the comment. Everyone has an opinion, and you make some very valid points. However, the project called for that type of imagery and finding great resources proved to be very difficult. If you think that photo is bad, you should have seen some of the ones that I decided not to use. I find it a bit irritating you just assumed that I blindly threw this I together without any research whatsoever. I think it was more important to create something that isn’t a direct copy of the pieces that you mentioned, as they would not make for much of tutorial. I doubt that the piece would be easily not on the same page. But again, I appreciate the snide criticism, it keeps me on my toes.

  • http://www.gomedia.us Oliver

    Well cool snowboarder dude, if that is your real name, I appreciate the comment. Everyone has an opinion, and you make some very valid points. However, the project called for that type of imagery and finding great resources proved to be very difficult. If you think that photo is bad, you should have seen some of the ones that I decided not to use. I find it a bit irritating you just assumed that I blindly threw this I together without any research whatsoever. I think it was more important to create something that isn’t a direct copy of the pieces that you mentioned, as they would not make for much of tutorial. I doubt that the piece would be easily not on the same page. But again, I appreciate the snide criticism, it keeps me on my toes.

  • http://www.avangelistdesign.com Andy P

    I hate that magazine, I am in the UK, and I picked it up and payed the rediculous cover fee for about six months and found after that it was incredibly repetetive.

    The showcases and review areas are of real high quality don’t get me wrong, but I am sooooo bored of “top 100 tips for graduates” “20 ideas on how to make your portfolio look like everyone elses” and the same “Advice from professionals” column every quarter.

    What about ‘advice’ and ‘guides’ for those of us who have not got a degree in fine art, monkey painting or whatever else it is you study these days?

    Not that I think I have it in any way whatsoever, but what about those people out there who are naturally gifted?

    What I think would be awsome for that magazine is, “how to get a job with no degree based on the fact that you work damn hard and have the passion (like someone typing right now) to be a great designer, or just work in the field.

    I do flick through it every month i confess, but nothing is ever in it to make me spend the coffers.

    before someone crows, GoMedia are the fooking nuts in my book and recently when I was interviewed for a odd little fanzine on photography I expressed that you were my main source of inspiration, as you provide kick ass tutorials, when you have time, and shit hot information.

  • http://www.avangelistdesign.com Andy P

    I hate that magazine, I am in the UK, and I picked it up and payed the rediculous cover fee for about six months and found after that it was incredibly repetetive.

    The showcases and review areas are of real high quality don’t get me wrong, but I am sooooo bored of “top 100 tips for graduates” “20 ideas on how to make your portfolio look like everyone elses” and the same “Advice from professionals” column every quarter.

    What about ‘advice’ and ‘guides’ for those of us who have not got a degree in fine art, monkey painting or whatever else it is you study these days?

    Not that I think I have it in any way whatsoever, but what about those people out there who are naturally gifted?

    What I think would be awsome for that magazine is, “how to get a job with no degree based on the fact that you work damn hard and have the passion (like someone typing right now) to be a great designer, or just work in the field.

    I do flick through it every month i confess, but nothing is ever in it to make me spend the coffers.

    before someone crows, GoMedia are the fooking nuts in my book and recently when I was interviewed for a odd little fanzine on photography I expressed that you were my main source of inspiration, as you provide kick ass tutorials, when you have time, and shit hot information.

  • http://www.gomedia.us Jeff

    Andy – yeah I flip through Computer Arts usually to see what they’re up to, and now we’re doing our part to contribute what they’ll let us. I should have an Ornate Lettring tutorial in issue 145

  • http://www.gomedia.us Jeff

    Andy – yeah I flip through Computer Arts usually to see what they’re up to, and now we’re doing our part to contribute what they’ll let us. I should have an Ornate Lettring tutorial in issue 145

  • http://www.visionflux.com Patrick Santiague

    I am an avid snowboarder and a design professional. Well I just went through the Tut I just thought it was a great. As for the critic I would have to strongly disagree with cool boarder dude, the fact that it doesn’t follow any concepts currently on the market is what makes it great and I feel it is different, original (hello x-tream)and it looks freaking awesome.

    Nuff said

    Great Job!!

    :)

  • http://www.visionflux.com Patrick Santiague

    I am an avid snowboarder and a design professional. Well I just went through the Tut I just thought it was a great. As for the critic I would have to strongly disagree with cool boarder dude, the fact that it doesn’t follow any concepts currently on the market is what makes it great and I feel it is different, original (hello x-tream)and it looks freaking awesome.

    Nuff said

    Great Job!!

    :)

  • Joe

    I normally avoid CA due to how watered down it’s become but I’ll definitely check this issue out. Buy it, doubtful but read it @ Barnes & Noble, yes :)

  • Joe

    I normally avoid CA due to how watered down it’s become but I’ll definitely check this issue out. Buy it, doubtful but read it @ Barnes & Noble, yes :)

  • my_design_ideas

    nice issue…and i always practice the tutorial to improve my logo design! thx dude

  • my_design_ideas

    nice issue…and i always practice the tutorial to improve my logo design! thx dude

  • max

    the snowboarder image is a pathetic ripoff of Hejz.

    http://hejz.com/

  • max

    the snowboarder image is a pathetic ripoff of Hejz.

    http://hejz.com/

  • Joakim Runeberg

    Great tutorial, it inspired me to create this: http://www.fortegaming.com/forums/uploads/4_lightboard2.jpg
    Thx for the watercolor texture aswell :)

  • Joakim Runeberg

    Great tutorial, it inspired me to create this: http://www.fortegaming.com/forums/uploads/4_lightboard2.jpg
    Thx for the watercolor texture aswell :)

  • http://www.gomedia.us Oliver

    hey thanks max!, what a well thought out comment! you really got me there.

  • http://www.gomedia.us Oliver

    hey thanks max!, what a well thought out comment! you really got me there.

  • Lyns

    I couldn’t have said it any better myself Andy P!

  • Lyns

    I couldn’t have said it any better myself Andy P!

  • Joe

    @max (comment #10)

    Hejz didn’t come up with that style, it’s nowhere near a ripoff buddy.

  • Joe

    @max (comment #10)

    Hejz didn’t come up with that style, it’s nowhere near a ripoff buddy.

  • Pingback: Xtreme Sports Design | inspiredology.com

  • Pingback: Xtreme Sports Design | Inspiredology

  • Matt

    Thanks for this nice work!
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  • Matt

    Thanks for this nice work!
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