In 2020, we embarked on an ambitious project: rethinking the visual identity ofAddiction Surfboards. We wanted a logo that captured the very essence of the brand: a subtle balance between retro heritage, urban modernity and authentic craftsmanship. To achieve this, we worked with one of the best lettering masters in the world, Francis Chouquet.
Finding the perfect identity: precision work
The objective was clear: to create a logo that spoke to the surf communitybut also to passionate about design and underground culture. We wanted a typeface that was both raw and refinedwhich reflects the uniqueness of our hand-crafted boards.
Francis Chouquet, known for his unique approach to hand letteringimmediately understood our vision. He began by offering us a series of sketches in different styles:
- Old-school inspirationThe lettering is reminiscent of vintage 70s posters.
- More modern and minimalist versionsclean and efficient.
- Rough experimentswhere every curve and line seemed to have been drawn with a brush on a wooden board.
From sketch to final logo: an intense creative exchange
Although the initial proposals were already promising, this was still lacking a touch of soul and daring that makes all the difference. We had long discussions with Francis to refine the shapes, work on the full and loose lines, and play with contrasts and textures.
After a lot of to-ing and fro-ing, one version was unanimously approved:
- A dynamic letteringevoking the fluidity of surfing.
- From balanced curvesIt's like the lines of a well-sharpened board.
- A artisanal printingThe letters are slightly irregular, emphasising the handmade, authentic feel.
It was LE logo. The one that perfectly captured the spirit of Addiction Surfboards: a blend of passion, technique and style.
A logo, a signature for the years to come
Today, this logo is much more than a simple graphic identity. It is the visual signature of each board we shape, a symbol of our commitment for quality, made-to-measure surf made in France.
Whether on our retronew" boardsWhether it's our clothing or our accessories, it embodies our DNA: that of a brand that refuses to compromise between performance and aesthetics.
Want to see the result? Take a look at Francis' five original proposals and the logo we chose. Which would you have chosen? 🤙
To see more of Fran6's great work, head over to her instagram : https://www.instagram.com/fran6
