The identity starts in the shaping bay. The main wordmark is a script written in one fast stroke, with a tail that runs out long and straight like the rail of a board. Next to it sits a laminate badge in the old oval shape, and a plainer, industrial layer of capitals, SURFBOARDS and HOSSEGOR, set on the edge of the page.Everything stays close to the work: boards on wet tarmac, a sander on fresh glass, a shelf of paint tins, the poster on the bay wall that says No Pain, No Fun. Under the logo run a few lines from Yeats about swans that never tire and never grow old.

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