PUBLICTYPOGRAPHY

IN THE SKATE WORLD

The transition from local to massproduced graphics in skating.

IN THE SKATE WORLD

At the

SKATEPARK

Skating has transcended the line of merely

being an enjoyable hobby, and has developed

into something more. This something can

only be defined as a lifestyle. Skateboarders

often devote their time and money into

skating. They become friends with others

in the skating community and together they

create a strong sub-culture.

THIS SOMETHING CAN ONLY BE DEFINED AS A LIFESTYLE.

In this subculture certain brands and styles prevail that define the community. These styles get their

inspiration from the skaters and skate parks, which are the origin of the movement. Certain brands

are seen as the must have brands and are purchased at local skate shops. Larger corporate stores

then emulate the brands and styles found at the local shops. The imitation styles are not viewed as

cool by the skating community and are often purchased by people outside of the sub-culture. The

brands and styles start at the parks, move to local shops, and then get picked up by mainstream

stores. Typography plays a major role in the branding of skaters and their gear. By looking at the

transition from skater to poser brands, this book will also show how the typography transitions.

Joey is in the first grade. For the past 4

months he has asked his mom if he can go to

the skate park every single day.

The skate park is where all the action happens. Skate

boarders go there for hours day after day to perfect their

tricks and skills. This often means many accidents with

the occasional trip to the emergency room. Skate boarders

are tough, and the brands designed for them need to

reflect that. Around skate parks, there are many signs that

warn the user of the park and rules the skaters should

follow. These signs look boring and do nothing to entice

the average skater to actually read them.

graffiti in the skate park

Typography plays a role in the

branding of skaters and their gear.

The common type found around the skate park is

graffiti. It often is rough and not that complex as far

as graffiti goes. Some of the graffiti is based off of

skating vernacular, while some of it is simply a rider’s

name. A lot of the typography is found on the skaters

themselves. The type can be found on their clothing

and their skateboards. This gear is bought at skate

shops that cater to the style that most skaters like.

graffiti

Graffiti can be seen throughout

Centenial Skate Park. Some of the

graffiti is based on skating themes

such as kickflip pictured to the right.

While other examples of graffiti

simply say a skaters name.

At the

SKATESHOP

Skate shops are where skating brands thrive.

This is where skaters can buy their skate

board and gear along with everyday

clothes to wear. There are certain brands

and designers that stand out. Most boards

are designed and made in limited supply

and then distributed locally. This means

that in different regions, styles can vary

and that even dedicated skaters will never

see every style produced.

Signs found in the window at

White Chocolate a local skate

shop in Lawrence, Ks. Many of

the store made signs used bold

sans-serif fonts. These fonts

are easy to read and grab the

attention of those walking by.

Typography also appears on the clothing of

skaters. It can be found in the form of a logo

on everything. It also can be used to make

a statement. In the store White Chocolate in

Lawrence, Kansas, both serif and sans-serif

fonts were used on the clothing and various

other apparel. The type ranged from looking

professional to grunge and homemade.

APPAREL

BOARDSThe boards that are distributed in limited supply

are valued and special to the boarder. These limited

supply boards are made by designers who have

made a name for themselves. Some of the names

include David Carson, Ed Templeton, Jim Phillips, and

Natas Kaupas. Typography found on the underside

of a skateboard is often large and bold.

Skateboarders use their board as an extension of themselves and the design on the

bottom should make a statement about the rider on it. Typography on skateboard

ranges from hand-drawn letters that often resemble graffiti to a cleaner style that

creates a more professional look. The skateboard has turned into a canvas where

illustrators, designers, graffiti artists, and the skateboarders themselves have turned

to put their creative ideas. The look is often colorful and very expressive.

Skateboarders use

their board as an

extension of themselves

SKATING

MAINSTREAMGOES

MAINSTREAM

TARGETUnlike skate shops that are run by people who love skateboarding, corporate companies try

to appeal to skaters without having a real grasp of the culture. They imitate the skate shops,

from designs of boards to how the gear is displayed in the store. Corporate companies try to

capitalize on the success of skateboarding brands that have made a name for themselves not

only in the skating world but also in the mainstream culture as well. Original skate companies

have found a graphic style that appeals to an audience outside of the skate park as well.

These companies have found a way to appeal to a larger audience without losing their original

audience of the skating community. Larger companies create a few designs and then mass-

produce them for a large audience across the nation. The board designs then lose their

appeal because they are common and not anything special to be valued by the boarder.

JAYHAWK BOOKSTORESkateboards found at stores like WalMart are cheap, but many skaters are under the

impression that “good skateboards aren’t cheap and cheap skateboards aren’t good.” Not only

are these cheaper boards often inferior in design, but quality as well. Cheap boards break easily

and therefore can be dangerous to ride. By spending a little bit more money on a quality board,

the skater will actually be saving money in the long run with fewer repairs compared to the

repairs for a cheap board. The large companies do not have the heart and soul that is found in

the skating community, and this shows in their work.

Backpacks and other accessories found at The

Jayhawk Bookstore in Lawrence, Kansas are based on

skateboarding brands. These backpacks are then bought

by mainstream students, including those who would never

dream of skateboarding. The typography and graphics on

these bags are often very expressive and bold and offer

students a larger selection than the typical backpack.

Skating has created its own style and brands complete with graphics

and typography. The type can be found in the skate park, on the skater,

on the gear, in the shop, and even in mainstream stores like WalMart.

Cheap boards give new riders bad experiences that discourage them

from continuing on with the sport. Local skate shops are normally run

by people who are dedicated to skating and promote it as a quality

sport. These local workers can provide helpful tips on how to choose a

board that is appropriate for a rider’s current size and skill level. These

boards are not only a better quality when it comes to material and

safety, but they are aesthetically more pleasing too.

WALMART

Art has become an integral part of the skate

world, and as long as designers and artists

maintain an interest in the branding of

skateboards, the skate world will continue to

produce interesting graphics and typography.

CREDITSThis book was designed as a student project at The University of Kansas for Patrick Dooley’s Designer as Author course, Fall 2010. Photos were taken with a Cannon Rebel and XSi edited in Adobe Photoshop. This book is typeset in Franklin Gothic and Memphis. The following material was used as inspiration and reference for this book:>> Signs: lettering the environment by Phil Baines & Catherine Dixon>> Lift and Separate: Graphic Design and the Vernacular by Various>> The Font of Youth, Newsweek>> An Interview with David Carson by Chad Neuman >> http://skateandannoy.com/galleries/zines/