Locals

Locals is a custom surfboard company located in southern California that caters to the local surfer who likes to break the rules. Locals' mission is to create quality surfboards that are elite in comparison to the competition. The fin shape logomark refers back to surfboard fins as well as the top predators of the ocean—sharks. The brand identity reflects the energy of surfing culture with the use of yellow and expressive, wave-like letterforms. Since Locals is an exclusive brand, the phrase: “Don’t be a kook” would also resonate with a more seasoned surfer (the target consumer). It’s an honest company—one that caters to the local surfer, not a poser.