A BREIF HISTORY 60’S + 70’S

1960 – “The Sixties”, as they are known in the popular culture, in some cases a nostalgic 10 years, describe the and revolution of the subculture in social norms about clothing, music, drugs, dress, sexuality, formalities, and schooling; and in others disparaging to denounce the decade as one of irresponsible excess, flamboyance, and decay of social order. The decade was also labeled the Swinging Sixties because of the fall or relaxation of social taboos especially relating to racism and sexism that occurred during this time Moving onto 1970s as a “pivot of change” in world history focusing especially on the economic upheavals. Especially in the  Western world where social progressive values began in the 1960s, such as increasing political awareness and economic liberty of women, continued to grow. In the United Kingdom, the 1979 elections resulted in the victory of its Conservative leader Margaret Thatcher, the first female British Prime Minister

These two decades to me are important to know about, especially with the mass change in society.  Which I believe has an impact to my brand. As I look into the history of these two decades I can see the impact they have on my sport. Although we see California as this chilled Nostalgic place, it was impacted by the changes around the world. From viewing the documentary Dog Town and Z-boys, I can see from this the people of Santa Monica aimed to ignore the errors of the world and focus on their lives and making the most of it. However their attitudes reflected and contracted the world, almost setting an example. As the world was focusing on this revolution of the subculture in social norms, The people of DogTown have been living like this ever since.

I want to focus however on the rights of women. As Margret Thatcher became the first woman priminiser, which allowed women across the world to go crazy, giving them the rights they have wanted and feel more relaxed. For my project I want to give off this impression that now in 2017 women made this revolution through skating.From doing my research there isn’t any women aimed skating brands, so through my brand I want to transfer the nostalgic revolution into my brand.Looking into the style of general graphics and styles within this time period, the world was going through a retro style, with bright colours, shapes and a wave vibe.

In graphic design toolong before the use of the word ‘retro’, referencing to earlier graphic(features/ qualities/ traits) was doneWilliam Morris can be seen as an examplefor i.a. book design he adopted medieval production and style-related models in 1891.What’s more, in the beginning of the twentieth centuryGothicand Rococo repeating ideas were used for new products. Typography classicism has always been an influence and through out the 20th centuryearly woodcut printing tooThe introduction of the way of doing things of photocomposition to typesetting in the 1960s allowed typographers greater flexibility in the selection and arrangement of type styles and sizesFor example, psychedelic typefaces were developed gaining inspiration from Art Nouveau and other cultures.  Historicist styles are also used is in the promotion and packaging of food and household productsreferring to childhood memories and domestic overview.

One retro artist I have looked at is Verner Panton who uses pattern to express the psychedelic phase.

 

When designing my logo I would like to interpret the retro style into it, to give the audience a sense of the tine period my brand is inspired at. I think the use of basic shape and the primary colours works well together as it gives off a different vibe. Together they represent a easy simple life which is represents freedom and happiness. As I tried different designs for my wave within my logo design, I was struggling with what effect I wanted, I didn’t want something modern which has clearly been designed on a design programme I want the home made experimental look, which has been designed free hand, This style defiantly gives this approach off, which has given me more ideas how I want my logo to be styled.

Advertisements

CALIFORNIA 1970

Along the coast of Santa Monica, Southern California was the birth place of skateboarding, In actual fact it developed from Surfboarding. Ocean Park Pier, Santa Monica began as lively popular pier, with an amusement park, arcade, a family friendly place, At the end of the 1967 tourist season, the park’s creditors and the City of Santa Monica filed suit to take control of the property because of back taxes and back rent owed by the park’s new owner since 1965. Pacific Ocean Park closed on October 6, 1967. The park’s assets were auctioned off June 28 through June 30, 1968. The proceeds from the sale of thirty-six rides and sixteen games were used to pay off creditors. The ruins of the pier became a favorite surfing area and hangout of the Z-Boys of Dogtown fame. The park’s dilapidated buildings and pier structure remained until several suspicious fires occurred and it was finally demolished in the winter of 1974-75. – “https://en.wikipedia.org/wiki/Pacific_Ocean_Park”

In 1974, Allen SarloJay AdamsTony AlvaChris Cahill and Stacy Peralta, started the surf team – ZephyrThe place that the team spent most of their time surfing was the Cove at Pacific Ocean Park on top of a pier. The pier was now left alonerun down and nicknamed “Dogtown” by the localsWith large tiltedwood pilings sticking out from the waterand not enough room for everyone who wanted to surf therethe Cove wasan incredibly dangerous place to surf.The Z-Boys surfed it anywaythedangerous conditions only driving them onThey would surf in the morningswhen the waveswere the highestWhen the pier waves died down after the early morningthey would hang outat the Gentle wind shoprunning errandsdoing homeworkskating and flirting with passing girlsAt that timethe Z-Boys saw skating as a hobbysomething to do after surfingbut it quickly grew from a hobby into a new way to express themselves.

Shortly after this happened California experienced the biggest drought in history within that area. This meant that the locals pools were emptied as a use of water, the streets were dried up, and the place became more ghostly.

Although ‘Dogtown” seemed to be going down hill, it didn’t stop the Zephyr Surf team from making the most if it. They began what they called surfing on concrete, making hand made skateboards,  skating the empty pools, ramps, the demolished pier, anything they could find. This then turned into the Zephyr Skate team, which started to add members, n 1975, Cahill, Pratt, Adams, Sarlo, Peralta and Alva asked Jeff Ho and Skip Engblom to start a skate team separate from the surf team. Soon after, local skaters Bob Biniak, Paul Constantineau, Jim Muir, Peggy Oki, Shogo Kubo and Wentzle Ruml would join the Zephyr skate team, growing to 12 members in all.

They began their own style, own culture, and own way of living.You could say they had nothing better to do, but coming form a demolished town they made the most of it, basically creating the sport of skateboarding.