Electric was acquired along with their parent company Volcom for $608 million in 2011 by the French luxury retail conglomerate PPR. Two years later here's what they had to say about the re-brand in their press release:
So they're going to charge more and to justify the additional costs they'll be providing nicer packaging. Here's the change...
Granted the old wordmark (the writing bit) was a bit shit, but the old logo was really strong and instantly recognisable. In comparison the new one, which follows the ultra-minimalist and extremely-literal hipster aesthetic, is just a bit forgettable.
Here's a small bit from a recent Transworld Business interview with Eric Crane explaining how you get the hipster look:
What went into designing the new logo? Inspiration, historical connections for the brand, ties to the industry/market?
The new logo process was really collaborative and thorough. I worked with several designers, as well as our creative director Jack Bailey and co-founder Kip Arnette. We wanted to retain the gesture of the Volt, but distill it down to is primal essence and meaning. The cleaner version is much more conducive to communicating the brand vision and looks amazing on product.
Describe Electric’s new vibe in three words:
Timeless, sophisticated, powerful
That's clear enough then, and now we know how to do it, lets give it a shot with some other snowboard brands...
What do you think? Should these guys or any other companies jump on the hipster branding bandwagon? Surprisingly for something that took all of ten minutes to come up with, I think the Quiksilver one might actually be an improvement on the real thing.
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Hipster Snowboarding Dad