Forecast Surf (US)

These guidelines define how the Forecast Surf brand should be presented across all channels to ensure consistency, clarity, and a cohesive visual and verbal identity.

Brand Positioning:
Forecast Surf is a premium surf brand rooted in craftsmanship, performance, and refined design. We blend modern shaping with timeless surf culture, creating boards and apparel for surfers who value quality, creativity, and connection to the ocean.

Brand Personality:
• Authentic
• Modern
• Minimal
• Technical
• Ocean-driven
• Confident but understated

Brand Tone of Voice:
• Clean, concise, and grounded
• Honest and craft-focused
• Never gimmicky or salesy
• Speaks to surfers, not at them
• Elevated, but accessible
• Storytelling that reflects the rhythm and design language of the brand

Example tone:
“Built for the moments between swells. Designed to move with you, wherever the tide pulls.”

Primary Logo: Forecast Surf wordmark
Secondary Mark: Forecast “F” icon (for restricted spaces, apparel labels, social avatars)

Clear Space:
Maintain a minimum clear space equal to the height of the “F” on all sides.

Do Not:
• Stretch or distort the logo
• Add drop shadows or outlines
• Change the logo color outside approved palette
• Place over visually chaotic backgrounds

Primary Colors:
• Deep Black – #000000
• Offshore White – #FFFFFF
• Storm Grey – #BEBEBE

Accent Colors:
• Ocean Blue – #1F4E63
• Sand Neutral – #D4C7B7

Usage Guidance:
• Keep the palette minimal and clean.
• Black/white/grey dominate design layouts.
• Blue and Sand used sparingly for emphasis, product categories, or lifestyle content.

Primary Typeface:
• Neue Haas Grotesk (or Helvetica Neue as system alternative) – for headers and body text.

Secondary Typeface:
• Inter – for web UI, captions, and technical copy.

Usage:
• Use bold weights for section headers.
• Use regular/light weights for body text to maintain clean, airy feel.
• Avoid decorative fonts entirely.

Image Style:
• Clean, minimal, and natural
• Coastal tones, soft light, muted palette
• Emphasis on craftsmanship and detail
• Authentic surf moments — no forced staging

Board Photography:
• Full board shots with consistent framing
• Detail shots highlighting rails, contours, material textures
• Natural or neutral backgrounds only

Lifestyle Photography:
• Surfers in natural environments — beaches, shaping bays, travel
• Movement, fluidity, and calm energy
• Maintain authenticity; avoid over-processed edits

Do:
• Speak with clarity and purpose
• Highlight craftsmanship and performance
• Use short, direct sentences
• Focus on feeling, flow, and intentional design

Don’t:
• Overuse slang or hype language
• Use overly technical jargon without context
• Sound corporate or generic

Example Approved Copy:
“Hand-shaped performance with a modern approach. Designed for clean lines and smooth transitions.”

Tone:
• Confident, minimal, ocean-inspired
• Use short captions; let visuals lead
• Emphasize community, product design, and athletes

Content Mix:
• 40% Product (boards, apparel, tech details)
• 30% Lifestyle (surf, travel, factory moments)
• 20% Athletes (Chippa, Beau, team riders)
• 10% Brand storytelling & behind-the-scenes

Design Principles:
• Minimal, spacious layouts
• High-quality photography drives first impression
• Clear product pathways (Shop Boards, Shop Apparel)
• Consistent use of color and type
• Prioritize mobile experience

Tone on Website:
• Simple, intentional, helpful
• Clear CTAs with no clutter
• Product descriptions blend technical clarity and poetic surf language

Packaging:
• Minimal branding
• Sustainable materials where possible
• Neutral color palette

Apparel Labeling:
• Forecast wordmark or F icon only
• Avoid loud graphics unless intentional for the collection

Never:
• Introduce unapproved colors
• Use unlicensed fonts
• Redesign or reinterpret the logo
• Add effects or filters that clash with the brand’s clean aesthetic
• Use imagery that feels excessively commercial or artificial