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Problem: The original logo contained ties to white supremacy organizations and modeled a hateful ideology that the brand never aligned with. While the logo was clean and crisp in its design, it needed to move away from the harmful aspects that targeted BIPOC, LGBTQ+, and other demographics of skaters.
Solution: A branding refresh that reflects the bold, raw, DIY, and loud legacy of the Indy family and hardcore skate scene. The new identity pays homage to the working aspects of the previous brand and represents the trajectory of core skateboarding as a whole subculture.
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