CLIENT
Cleanline Surf Shop
SERVICES
Logo Design
Brand Identity
Brand Guidelines
CONTRIBUTORS
Rebranding the Pacific Northwest’s
original surf shop.
Cleanline is more than just a surf shop. It is a pillar of the Pacific Northwest surf community, a place where people come together to share their love of the ocean.
For over 40 years, Cleanline has been sharing the stoke for surfing in the Pacific Northwest, and it’s rightfully earned its place as the premier cold-water surfing specialists.
In addition to its two brick-and-mortar stores in Cannon Beach and Seaside, Oregon, Cleanline is one of the largest online retailers of surf gear in the world.
When Cleanline approached us to help refresh its brand identity and define its future vision, we were eager to work on a project so close to home. We’re proud to work with the Cleanline team, and we’re excited to see what the future holds for this iconic surf shop.
THE CHALLENGE
Create a sense of continuity and position
the brand for long-term success.
When you’ve been in business for over 40 years, you accumulate a lot of different logos, lockups, and visual treatments. Our task was to consolidate these assets, streamline the design process, and support the company’s long-term vision.
We challenged ourselves to refresh the brand’s existing look and feel while also building a cohesive design system for internal teams to use.
THE APPROACH
We made the brand identity more cohesive and unified, making it easier for their team to use.
We built a foundation for the new identity by leveraging the essential components from the existing designs. We removed all superfluous elements and inconsistencies to create a simplified version of the brand.
We also provided user-friendly instructions for logo usage, best practices, and aspirational examples of how the brand might come to life with the new identity.
THE RESULT
Our work has resulted in a more modern, simplified, and user-friendly brand identity.
The new brand identity is a significant milestone for Cleanline. It will help them to boost brand awareness and recognition, while engaging more effectively with their target audience.
Their internal employees are also stoked about the brand update, and they are proud to be part of a company with a renewed sense of purpose and vision.
