The Brooklyn, NY skateshop moved into a new location in the rapidly changing culture hub of Williamsburg. They were looking for a logo that upgraded the brand to transcend skateboarding and to attract newer, affluent residents of the area – all while not isolating the skateboard community that helped build them to the influential shop they are.

The redesigned logo uses the colors of their old logo, while dramatically upgrading the type and style. The style of the type may be sophisticated, but speaks of the “urban cowboy” rebellious skateboard culture. The addition of the skateboarding crown represents the county of Kings (Brooklyn is in Kings County in NYC), and subtly suggests that they “run and skate Brooklyn”. It can also be used as a stand alone element and accent both soft and hard goods.