Bet you never really put that much thought into how a rider’s logo is created? Neither did we. Until we caught up with Jared ‘Jerry’ Houston, Nick ‘Mez’ Mesritz and Elliot Leyland to learn the importance of the logo and how Jerry found a fighting lion on etched into his foam.
Mez (Nick Mesritz) sent a file of some logos that Elliot (Layland) had been working on – there were three lion faces in there. While they were pretty cool, they certainly weren't what, I felt, I was after.
Literally, as I was looking at them, another email came through regarding my board contours and a board mock-up, and it had a full-body lion logo next to it.
I loved its theatrical-look and how the lion was raised up on its feet. I'm a huge fan of werewolves and this was a great blend between the two.
I told Mez immediately that I wanted that one. He felt the same and it was on.
I love having a piece of Africa underneath me now.
Jerry jumpin’ for joy on his new VS sleds. Photo: @pablojimenez_photo (https://www.instagram.com/pablojimenez_photo/)
Nick “Mez” Mesritz
When creating Jerry’s logo we commissioned the artistic talents of Elliott Leyland from Power Gang Creative. We wanted Jerry’s logo to represent something about him and with his African roots the lion was an obvious choice.
Elliott drew some initial sketches to get a feel for the direction of the logo. Then from these, and the feedback we got from Jerry, we made a few refinements to reach the final artwork you see on Jerry’s signature model.
Signature Model – Black on Black. Photo: @theversusproject
Elliott Layland – powergangcreative.com
After being involved in the bodyboarding industry for a number of years, I still keep in contact with the people I made friends with, and Mez is one of those guys.
VS provide my company, powergangcreative.com, and I with an initial brief, but most of the time the brand or the rider have a fair idea of what they’re after – with our expertise we collaborate to bring their vision to life.
During preliminary discussions we present multiple rough logo concepts to the clients, which provides a base to see where their vision could go.
Once a particular direction is chosen we draw up a couple of more refined variations, and then for the final selection we will draw up the whole logo with all the refinements and notes we have made along the process.
In order for a logo to be successful, the logo needs to represent the riders’ character. Whenever you see a riders’ logo, you should be aware that it means something to them or it's something that represents them. From an art direction perspective, it needs to be able to sit alongside the brands identity and compliment it.
Signature Model – Cool Blue on Black. Photo: @theversusproject
Nick ‘Mez’ Mesritz
To be honest, we haven’t had an issue thus far with conflicting logo preferences (between the company and a rider – VS). Winny is a mad fisho, so the Big Game logo suits him perfectly. Sure, if the rider wanted, say, a naked lady for his logo, we’d have to find some middle ground, but we’ve found that if you use skilled illustrators it’s not too hard to settle on a logo that works for both parties.