Based in Hood River, Oregon, Dakine was founded in Maui, Hawaii in 1979 by long-time surfer, Rob Kaplan. Dakine quickly gained worldwide popularity through its first product, an innovative surf leash; which led to many additional surf related products. Dakine represents innovation, function and products that can be relied upon in the most ill-tempered conditions. Dakine focuses on providing its customers with a full range of technical accessories for: Surfing, Windsurfing and Kiteboarding, Snowboarding and Skiing, Skateboarding, Mountain Biking, and other extreme sports. In Hawaiian slang, “Da Kine” means “the best”. The company has lived up to such a standard through its notably detailed design process.
Since researching effective branding and corporate identities the past few weeks, I have seen multiple examples of innovative and effective logos and packaging. When reexamining everyday logos, for the soda label project, the Dakine logo stood out to me. I use a Dakine brand bag every day and I have always admired the logo but it wasn’t until this project that I really examined what made the logo work.
After researching Dakine products and labels, I learned that there are several variations of the logo. However, there are two main versions; one is more feminine while the other is more masculine. I enjoy the playful simplicity of the feminine logo design in particular. The font choice is strong yet playful and elegant at the same time. The way the ‘A’ and ‘K’ are connected creates a unique shape that is duplicated in the ‘E’ as well.
I also think that the masculine version of the logo is a good solution. The customize font, the strong lines, and sharp edges, communicate a strong presence. The rounded edge on the ‘D’ and ‘e’ bring in the sense of the water or wind for the serf elements the brand stands for. Overall, I appreciate the simplicity of both designs and feel that they communicate what Dakine is about.