FLUID SKI SURF SHOP
The Ski Surf Shop in Manhattan Beach is a local ski surf shop that has the most upscale ski equipment and gear in the area. The previous owners started the shop in 1964 and little had changed. The new owners wanted to update the image to give it some more energy.
The logo needed to reflect water and snow (or mountains and surf) be exciting and calming at the same time. In this case, a new name was recommended as well as anew look and feel. Not only did the owners embrace the new look name, they built on it and came up with the mantra - "be fluid".