Air + Speed
Brand Identity System
Brand System Guidelines
A classic surf shop in Montauk, New York.
Air + Speed is a classic, core surf shop in the truest sense. Located in the heart of Montauk, New York, A+S caters to both the strong, tight-knit local surf community and the transient, seasonal population of surfers and tourists from NYC. As a family owned and operated business since 1996, it embodies the spirit of Montauk both old and new. Their aesthetic is rooted in the fishing, outdoor and boating culture of the east end, mixed with the style of a travelled, NYC prep-schooler. The shop is a Montauk institution, so we aimed to capture that local feeling and establish A+S as a new classic east coast brand. Keeping things simple, clean and bold, we played off the literal “Air + Speed” name in the logo and throughout the clothing and collateral to elevate them from a local shop to iconic brand.