SUP Standards

This is the brand identity for a safety campaign, working to keep you SUP safe at all times.

In the UK, a number of safety concerns have arisen in recent years due to the immense popularity of stand up paddle boarding. In a bid to set the standard for SUP worldwide, the Academy of Surf Instructors of South West Cornwall used their decades of experience in the surfing world and world class knowledge of the sport and surrounding safety parameters to lead this new conversation.

The design identity needed to be universal, professional and champion the sport in a way never done before. Reviving values which were lost in the previous identity, a strategy was devised to produce engaging and informative content in the following years.

Balto Bold was a perfect type choice as it speaks to the humanity of the issues in the industry, whilst representing a positive strive for change. The space given to the headlines to speak for themselves allows the web users and the social media audience to read about the safety measures and make their own judgements based on their ability and environment.

Bespoke Serif is a brilliantly readable and subtle pairing for body copy. Copious amounts of detail needed to be digestable to a large audience, spanning continents (including translations by Google). Whether in paragraphs or captions, Bespoke did a wonderful job at communicating the technical and inviting the audience in closer.

SUP Standards now has a brand it can be proud of, keeping a generation of paddle boarders safer.