Brand Identity - Brand Mark Update
A Global PowerHouse Suffers An Identity Crisis
We all knew The Bad Boy Club from the 80’s Action Sports Industry. Times have changed- and so did this brand! The license for BAD BOY in the U.S. had been dormant for some time, while BAD BOY International licensing had been quite alive and well and prospering with growth. Disparate visual systems and messages amid the different product markets from Licensee to Licensee and Nation to Nation had created a fragmented Brand Identity. Focus Groups confirmed our observations that the old mark was, as one MMA competitor put it, "Out of touch" and skewing too young for this market.
MMA Brandscape Research
Already being familiar with the MMA industry, 13THFLOOR assembled a complete hit list of competitors, their marks and their positioning within the marketplace. Meeting with BAD BOY we reviewed the competitor's strengths and weaknesses and discussed MMA trends which brought the goals for the BAD BOY brand mark into the cross-hairs.
A New Identity Defined
BAD BOY in the U.S. today is all about MMA (Mixed Martial Arts.) In our discussions we found that it was important to understand that BAD BOY was not jumping on an MMA trend, but was rather one of the genuinely credible MMA Brands with solidly established MMA roots back to Brazil and Japan. Working closely with BAD BOY a positioning goal was clearly defined as wanting to stand out as a "Technical Brand" for athletes.
BAD BOY also asked 13THFLOOR to visually define 2 additional divisions of the brand with 2 distinctive Marks- BAD BOY PRO SERIES, and BAD BOY MMA. Each mark needed to stand alone, but clearly communicate BAD BOY, shown further down this page.
BAD BOY Brand Mark
BAD BOY Global has a multitude of products in different markets that come in all shapes, sizes and forms, so we designed the brand mark with lockups that work in different applications and production techniques. This required the brand mark lockups to be designed with both functional and creative options.
BAD BOY PRO SERIES Brand Mark
The BAD BOY PRO SERIES is a high quality line of equipment and apparel for training and competing in MMA. Designing a mark appropriate to this specialized and technical gear was needed in addition to the main BAD BOY brand mark. After discussions between 13THFLOOR and BAD BOY the design goal for PRO SERIES was to be easily identified as BAD BOY, but set apart enough to be recognized as a high-end and exclusively distributed line of MMA gear and apparel for the serious athlete.
BAD BOY MMA Brand Mark
The BAD BOY MMA SERIES is a high quality line of products for training & non-competive uses. This highly technical gear was to be sold at mass retail and sporting goods chains. The "MMA" callout in the logo clearly differentiates it from the PRO SERIES, ties in with the global MMA trend as well and lets the less knowledgable consumer understand its intended use.
BAD BOY Flag Icons
A Boost To Brand Equity
The credibility, roots and international involvement of BAD BOY in MMA were important aspects to identify and design into this mark. The flags of the U.S., Brazil and Japan in the mark remind the consumer that BAD BOY is a credible global MMA brand with roots in these nations of fighting origins. By stylizing the flags into more abstract interpretations, these icons of flags became an ownable part of the BAD BOY Brand and what would have been just a typical ubiquitous flag is now recognizable only to BAD BOY. These icons were designed to be used in an assortment of configurations and have become integral elements used throughout all branding of equipment, apparel and accessories design along with collateral, packaging and all levels of promotion.
Brand Mark Guidelines
The need for consistency and clarity across different geographies and Licensees for the use of the new mark was to be managed with a well crafted set of guidelines. Both internal and external users at BAD BOY Global now had the tools to successfully apply the mark with global unity.
Additional Brand Mark Executions
Design Direction / Art Direction / Production - 13THFLOOR: Dave Parmley + Eric Ruffing
Creative Direction - BAD BOY: Robin Offner, Alexandra Ponce De Leon, JT
Brand Consultant- THE BRAND FACTOR: Brad Horn
Ad Photography / Ad Design- Tyler ClintonArt Direction, Creative Direction, Graphic Design2011
KUSTOM KULT: Brand Marks + Logos + Lettering + Icons + Fonts + Selected designs from various clientsArt Direction, Branding, Graphic Design2012
Dave Parmley of KUSTOM KULT STUDIO collabs with Alfredo Muccino and Liquid Agency to create a new brand of BBQ sauce designed for El Diablo himself.Art Direction, Graphic Design, Packaging2012
With the popularity of the FOX Sports mechanical mascot "Cleatus," FOX Sports L&M reached out to Dave Parmley and Eric Ruffing of 13THFLOOR to create a lifestyle licensing guide for the fans of both FOX Sports and Cleatus.
Armed with our very own Cleatus action figure, a few 3D modeled moves and the techno/mechanical vibe of the bumpers the quick turn around began. Freedom to explore the manipulation of the FOX Sports brandmark and type treatment was also allowed.
As Cleatus' victory dances are a huge part of his story we created hero image illustrations and mechanical victory wings as main designs of the toolkit. 13THFLOOR also created product examples to show the wide variety of designs that can easily be created and applied to product from the components of the toolkit. The final guide was then distributed as a PDF.Art Direction, Graphic Design, Design2011
KUSTOM KULT STUDIO
Retro is all about vintage and licensed imagery designed into fun & cool bicycling jerseys and apparel for men & women.Art Direction, Creative Direction, Graphic Design2012
Having worked with BELL on many projects, one of the Creative Directors, who's been a fan of 13THFLOOR, was inspired after seeing some of our recent work. He thought it would be cool to feature the style of 13THFLOOR on BELL product.
Super-stoked to oblige, we'd been working on some trippy illustration explorations for ELEMENT, X GAMES and Harley-Davidson and thought this vibe of art would be rad for this helmet model. This particular style of art is something we've been toying with- gargoyles and hauntingly grotesque embellishments that grow from and into each other, like fire belching velo-demons at your heels and a banshee howling in your ears, torquing every drop of lactic acid out of your burning quads as you flee down the slope toward the finish line and freedom.
The idea for the complete helmet graphics wrap was to build this design around the screaming skull merging into some nice speed lines that wrap front to back along with a hardcore black-on-bone / metallic gold and a slice of red zap to punch up the gonzo. This combination of art and graphics captures the stoke and tells the story of the adrenaline that white-knuckling downhill is all about.Art Direction, Graphic Design, Illustration2011
ELEMENT owner Johnny Schillereff asked us to create a series of logos for for their legendary team riders BAM Margera, Mike Vallely, Bucky Lasek and Chad Muska. This special edition graphic will recognize them as ICONs among the sport. Each design will be placed on the top of the deck. Each one expressing the uniquely different riders personalities, beliefs and styles. Each ICON also had to make use of the ELEMENT tree icon as well as feel like a series that could be built upon with future riders. Below are our final logo designs, ad concepts, product graphics and web application. We were super stoked to work with Johnny, Yvette, Todd, Mark and everyone at Element.Branding, Graphic Design, Illustration2011
Dave Parmley of KUSTOM KULT STUDIO and Eric Ruffing of TRIGGERLAB STUDIO were brought in to create graphics and custom typography for the H-D Spring Outerwear Collection. Working closely with the California Design studio for Harley-Davidson apparel, we worked within a theme of military insignia inspiration and use of the killer H-D skull & Bar & Shield logo. The feel was for Sport and had to rock a leather jacket as embroidery or a 3-D patch.Art Direction, Fashion, Graphic Design2012
Black Label Apparel Graphics
For their younger "No Rules" customer Harley-Davidson created the Black Label apparel line. All about keeping it dark, no chrome and with attitude 13THFLOOR worked directly with H-D's apparel Design Director to create this collection of artwork. Once completed it was sent off to H-D headquarters for use by the design team there.
For this project 13THFLOOR provided:
• Trend Research
• Apparel graphic treatments
• Art Direction
• ProductionArt Direction, Graphic Design, Design2011
Working closely with Harley-Davidson, 13THFLOOR developed the feel of an "Old Skool" Vintage trend into a fully Kustom Library of designs that can be built into whatever product application needs there are. Whenever possible we gave a "nod" to the H-D Heritage by utilizing Genuine H-D vintage fonts as a starting point and Design elements and styling ques from product archives. 13THFLOOR interpreted each Design concept to be able to successfully translate into anything from Belt Buckles and Zipper Pulls to Labels, Hang Tags and Screen Prints.Art Direction, Fashion, Graphic Design2011
SHE-DEVIL Series Apparel and Accessories GraphixArt Direction, Fashion, Graphic Design2011
Johnny Schillereff co-founder of ELEMENT asked 13THFLOOR to bring a more artistic, Kustom lettered + skate vibe design back to their line. Here is a selection of designs we hand krafted while working with Johnny.Art Direction, Graphic Design, Icon Design2011
Art Direction, Graphic Design, Illustration2011
CLEAR CHANNEL came to 13THFLOOR with a music format station that is cutting-edge adult alternative online only, so the Brand Identity required a hip and digital format feel that presented well online and in print, as objectives for execution.Art Direction, Design, Graphic Design2011
This book is like a jump-start for little hipsters. As parents who see the world in a different light, we realize with this book, either you “get it” or you don’t! Oh well if you don’t- there will always be a place for “A is for APPLE,” but, c’mon, you KNOW your cool kid will make a place for “S is for SKULL! We’re super-stoked to have the opportunity to create an ABCs book that “talks the talk” and if you “walk the walk” we know you’re down with it too.Copywriting, Illustration, Writing2011
This poster is an original limited edition 15" x 15" metallic silver ink on black stock screen printed by hand. Designed by Dave Parmley and Eric Ruffing of 13THFLOOR, this poster debuted at interbike in Vegas. Our stoke for this hand drawn design comes from our love of riding. We live and breathe our passions- have always believed that your work is an extension of your play. "Live to Ride- Ride to Live." 'nuff said!Art Direction, Graphic Design, Illustration2011
Great apparel graphics are so crucial in any industry where brand loyalty is demonstrated by devout followers who "represent" their favorite brand logos, product logos, team rider and event identities or any variation and mutation thereof.Art Direction, Fashion, Graphic Design2012
"Hot Wheels Vintage Racing brings to life some of your favorite pro-stock drag racers, stock cars and road racers from the '60s and '70s racing era. Along with these reproductions, we're creating some awesome Hot Wheels originals to compete in this slick series. We have the power to celebrate the spirit and style of great American race cars from an epic period in automotive history."
With vast knowledge of auto racing history and auto racing logo design Dave Parmley and Eric Ruffng of 13THFLOOR worked with the Hot Wheels packaging team to create this "embroidered patch" logo for the new line of Vintage Racing cars. We hand drew the nostalgic looking type and through various techniques created this incredibly detailed looking embroidered patch.
To learn more about this product you can visit the Hot Wheels site here.Automotive Design, Design, Graphic Design2011
Mattel asked 13THFLOOR to create to again create a library of kustom artwork for Hot Wheels "Motorsport" theme global style guide. Designed around a concept of authentic international racing meets the intense hyper real world of the Hot Wheels vehicles. SInce Co-Owner/Design Director Dave Parmley has raced cars and along with Co-Owner/Design Director Eric Ruffing have had a life long love of fast, loud wheeled vehicles it was an easy project to understand and derive inspiration from.
Again as with the "Tuner" collection done for the same style guide we imagined what a real Hot Wheels driver, pit crew and support team would do to brand themselves. Hot Wheels Global Licensees could then use this design system to create any of their needs be it labels, apparel graphics, publications, hard and soft goods.
13THFLOOR designed and produced the following for this collection:
• 28 Kustom Logos.
• 17 Composed Designs.
• 9 Hot Wheels Logo Variations.
• 7 Repeat Patterns
• 10 Vector Vehicle Drawings.
• 24 Graphics Elements
• 34 Product Graphics Executions/Examples.Art Direction, Graphic Design, Icon Design2011
BAD BOY has an amazing team of MMA athletes and approached 13THFLOOR about updating the logo for the legendary "SHOGUN" Mauricio Rua. Mauricio Rua is the former UFC Light Heavyweight Champion of the world and winner of the 2005 PRIDE Middleweight Grand Prix. Brazilian born he began training with Brazilian Jiu-Jitsu at the age of six after being bullied at school and on the street.
13THFLOOR sees a fighter's logo as is his Brand Mark. All of the rules of Brand Mark design apply. Extremely important for the mark to be well designed in both capturing the essence of the fighter's style and working well in all applications of use- from Mauricio's own walkout shirt to successful retail rack appeal.
Having trained in and instructed the art of Japanese Shotokan Karate for over half of his life, 13THFLOOR's own Dave Parmley has a weak spot for any Martial Arts project. This logo was extremely well designed to begin with and the original designer deserves credit- unknown at the time of this posting. 13THFLOOR was asked to finesse the art at Mauricio's request.
• The facial expression was too much of a frown, so we re-drew the nose, mouth & chin.
• Modified the helmet with subtleties to bring up the strength of the design and the feeling of power.
• Kustom "SHOGUN" lettering for high impact while maintaining continuity with the flair of the helmet.
• Increased the weight of "MAURICIO RUA" adding RUA in at the request of BAD BOY.
• Outlined was tightened up and proportions adjusted to be more consistent.Art Direction, Blogging, Graphic Design2011
All works © KUSTOM KULT STUDIO, 2013 and/or their respective owners. NO REPRODUCTIONS without the expressed written consent of KUSTOM KULT STUDIO and the clients of KUSTOM KULT STUDIO.