Founded in 1991 as a baseroom t-shirt company by Richard “Wooly” Woolcott and Tucker “T-Dawg” Hall, Volcom has expanded to become a multi-brand business specializing in skateboarding, surfing, and snowboarding. Today it is a national brand with interests far beyond what it started and over $180 million in operating revenue.
They have several retail stores and have been sponsors of several athletes in the sports markets they serve. The company’s logo represents the stark rebellious nature of those participating in those sports and is easily recognizable and easily associated with a company who’s motto is “Youth Against Establishment”. These traits, and the companies own marketing and advocacy efforts, have made it a powerful force in its industry.
Volcom Logo
The Volcom logo itself is drawn in stark black-and-white. These colors give the image a stand-out nature. This is not a logo that is subtle or light; nor is this a logo for the laid-back person. This seems to have been explicitly designed for the active type that would be involved in such activities as skateboarding.
The hard nature of the logo is further emphasized by its choice in shapes of a cut stone. The alternating, stark colors also give the stone somewhat of a 3D feel. This is above and beyond the normal representation of white as purity and dark as complexity. So in a sense, the colors complement the stone perfectly, offering both a simple and a complex logo all in one.
Building the logo
Volcom has built up its logo in a number of ways. First, they have sponsored several athletes such as Mark Appleyard, Dorien Walker, and more. By getting out and promoting the stone logo, Volcom has imprinted their brand in the minds of their potential customers. Volcom has also been involved in the music industry. Volcom Entertainment has signed such acts as Pepper and Birds of Avalon. Being involved with bands that have a great following in their niche is another tremendous marketing strategy that has paid off for Volcom.
Volcom Strategy
Also, Volcom has been involved in activism. As former athletes themselves, the founders took a particular interest in the needs and wants of skaters, surf-boarders and snowboarding. Their “Let the Kids Ride Free” movement, advocating for fee-less competitions, has entrenched the stone and their company on the side of the consumer. This has no doubt led to a very loyal market base and consumer market.
Volcom Logo Reviewed
The logo itself is a mix of its colors. Neither completely black or white, neither simple nor complex, it is a logo that challenges the eye and the viewer. With this logo and with Volcom’s expertise in marketing the logo, the company has built a brand that has exploded in a relatively short amount of time. There is no doubt that the future will be just as hard to pin down as the logo is, but whatever the future of the Volcom logo is, no doubt it is going to be a great ride, just like the sports it markets to.
