Quicksilver is a world-renowned Australian company that manufactures clothing, footwear, and accessories for surfing, skateboarding, snowboarding, and fashionable youth clothing under the Roxy brand and high fashion products Quiksilver Edition.
Meaning and History
The company was founded in 1969 by surfer Alan Green in Torky, Australia. It is a surf center, and the demand for comfortable clothing was very high there. Athletes from all over the world following the Australian wave have taken the first Quicksilver factory’s products to their countries. Within a year, the company opened its representative offices in the USA and Europe. In the early 2000s, the head office moved to the United States, since 2017 it has been relocated to Biarizza, France. Factories are located in China, France, the USA, and Australia.
The name of the company Quicksilver is translated from English as “mercury.” It denotes movement, speed, and at the same time – all the qualities of metal, which very accurately reflects the brand’s philosophy.
The company logo was created by Alan Green himself in 1969 and has not changed since that time. According to the creator, he was greatly impressed by the engraving by Japanese artist Katsushika Hokusai “The Great Wave off Kanagawa.” It depicts a historical event – a powerful storm off the coast of Kaganava, which destroyed the town. Mount Fuji can be seen in the background, and it seems to the viewer that the wave will now absorb it. And since the company’s products were related to surfing, Green came up with a stylized image of a wave covering a large mountain.
The original version was a white picture on a bright red background. In 1973, Alan Greene changed the background to black, and the spelling of the name also became black. In 2010, the typeface Hurne Geometric Sans switched to handwritten; letters of different sizes seem to jump on a wave.
Today, the black version is officially used on all models, except for black – there, the logo is red. Snowboard clothing and footwear markings include a snowflake above the logo.
The Quicksilver emblem is one of the most respected and recognized in the sports world and symbolizes the products’ impeccable quality and comfort under this brand.
1969 – present
Alan Green and John Law designed the debut logo. They were inspired by Japanese prints of Mount Fuji and a typhoon wave to create the sports brand’s identity. The snow-capped mountain peak absorbs the high ridge. Their looks are presented schematically, as everything is adapted to the manufacturer’s graphic style of surfing and skateboarding clothing. At first, the emblem did not have any verbal designations, but the brand name appeared over time.
In the spring of 2010, a logo with an inscription was approved. For this, the designers chose a light font – thin, wide, grotesque. The exception is the letter “I,” which, according to conventional typography, initially has double-sided serifs. The icon is left as it is – with a wave crest and Fuji mountain. All elements are placed in a horizontally elongated red rectangle.
2010 – present
After the redesign, there was an updated spelling style for the word “Quicksilver.” It looks modern, even innovative, because it is executed in a fluent handwritten type with an imitation of sloppy handwriting. The letters are arranged in perspective: from small to large, that is, the beginning of the inscription is visually distant, and the end, on the contrary, is closer. There are several inkblots at the bottom – as if they tried to write the name in Japanese characters, but to no avail. On the right, there is a branded icon with a mountain and a wave. It is square and looks like a cut from the previous emblem.
Font and Colors of the Emblem
The authors of the logo chose several fonts for it, based on the rebranding and the location and year of use. The most popular is the Clicker, which decorates not only the emblem but also the office sign. Hurne Geometric Sans 4 and Xephyr were also used. There is another option – handwritten, imitating hasty handwriting, or chaotic waves. The branded palette consists of black, white, and red.