surfing as design inspiration >> second in an occasional series >> hang ten

as the title suggests this the second post in an occasional series pick out things that I have noticed on my design journey I have made. I regularly refer to and learn from surfing branding and design . even working as a designer for surf companies as well. today I am having a look at the hang ten brand (originally set up in california in the early 1960's it soon became one of the major players in the surf industry). 

hang ten (named after the longboard surfing manoeuvre of hanging ten toes over the nose of the board while ridding) has always had a special place in my mind. when I first started surfing in the late 60' s early 70's their shorts were the ones to have, not just because of the advertising hype but they were really good quality. 

almost a victim of its own success it started to licence its brand to any thing and every thing and in so doing diluted the brand so much so its original customers left it to flounder amongst the strength of the Australian based brands of billabong, rip curl, and quiksilver. 

they licenced prints for all sorts of things including bed linen and even operating theatre scrubs as below, I don't really like the pastel shades (glad dr ciapparelli wasn't wearing one last week)
until very recently the brand was in trouble loosing its place amongst the brand leaders in the major markets of the usa, australia and europe. though managing to keep a firm foot hold in asia, especially japan. it just so happens that I am wearing a pair of 'new' hang ten board shorts today see logo below.

to end this very brief design history of the hang ten brand it is sort of good new as the brand it the process of becoming part of the now large quiksilver operation which should guarantee that hang ten will be set to continue and re-appear and hopefully not go down the road of more bad licensing decisions. below the redesigned logo for 2008

understanding in education >> accepting in education

I have just been trying to explain 'branding' to a group of year 9 students. they seemed to understand, but so much of their understanding in simply accepting. I showed the cadburys diary milk ad, to illustrate the way a brand can be sold using for want of a better word a 'gimmick' (a gorilla playing the drums) to be fair I have never been a fan of phil collins but I do like the advert, more to the point I like the idea of the advert.

the first time I watched it I was a little bemused & I liked that feeling. the group of students are not in the slightest bemused as they are so used to visual and audio flooding that they simply accepted it, never even trying to understand.

the advert works with a young audience as one student pointed out that after seeing the advert noticed that diary milk was on offer 2 for 1 at the local morrisons store. so her and her mum went out and bought some. so diary milk sales are increasing as are sales/downloads for phil collins. so a successful ad campaign.

I suppose they don't need to understand, & perhaps acceptance without question is simply part of their lives, I am just glad that it is not part of mine.