The new logo ties the company back to its roots by removing the trademark symbol and placing more emphasis on the iconic name, O'Neill. The three waves subtly nod to the ocean and are used as a secondary logo in some instances.
O’Neill’s target audience is frequent beach goers, surfers, or people who have a likeness for beach culture. Through this rebrand, O’Neill will not only attract the pros, the amateurs, and the sun-soakers, but also the Cabo-vacationers and the suburban wanna-be-beach-bums.
Looking back on classic pictures of Jack O'Neill's original surf shop, I was inspired by their nostalgic, B&W quality, which influenced a lot of the brand. The typography and color choices are minimal and classic.