When the opportunity came up to create the logo, I was obviously excited, but at the time, I don’t think I really understood how proud of it I would become!

In the last year I have seen the team proudly wearing the logo at multiple international events and seeing my work, in a way, uniting the athletes gets me unbelievably stoked!

The process goes the same as all my branding projects, potentially a little more simplified as Surfing England is an established brand with guidelines in place and due to our existing relationship I already have the brand guidelines locked in! We had a discussion about the goals, expectations, ideas and essentials for the logo and started to put together some rough concepts. Representing England brings in the imagery of the red and white, shields, the lion, and a long history of kings and queens. We also agreed that surfing has its own design language that needed to influence the logo as we wanted the athletes to be stoked to wear it. Eventually settling on the Lion and Wave imagery I got to work combining and sketching until I got to the final concept, a few tweaks later and there it was, being adorned around El Salvador & Portugal in the athletes’ parade. 

Again this project, although not my biggest and most challenging, is definitely one I am the most proud of. The cherry on top of the cake is seeing surfers I look up to and up and comers that rip all wearing something I designed!