Slogans

Joe Coward

pontus Alv polar ad:giftorm cover

Slogans are also an integral aspect of a brand’s advertising. Most brands will find one that they stick with, or play around with and mold. Probably one of the most iconic and longest running slogans is Vans’ “Off The Wall” which adorns every box of shoes and events that they put on etc. Ricky Oyola inventing ‘True East’ for Zoo York, against Stereo who ran an advert with Ryan Hickey (who in defence, is from New York) which said ‘Stereo East’ is an example of how important slogans are for a brand’s identity and what it means to their potential customers and followers. Some brands have various phrases and slogans that they use in different ways: Magenta has “Worldwide Connections”, “Everything Connected”, “New Clear Vision”, which if you’ve got the “Soliel Levant” DVD are all explained in a booklet along with the video. Having a deeper meaning and explaining the reason for the use of the phrases is a great way to help someone identify/solidify why they support the brand. Polar have a large number of slogans and sayings that come directly from Pontus and into their output. One of my favourites is “Style is Forever” which features in a lot of their print adverts, Pontus uses forever a lot “Wallies forever” and “No Complies Forever” feature heavily in the brand’s adverts. Another one “Happy Sad Around The World” (which adorns a great number of Polar socks) and even appears from the man himself when skating. The freedom that skate companies have to express themselves as an identifiable force is great, especially if they come directly from those involved and don’t have to be passed through a corporate okaying system. Even if you aren’t running a brand, a slogan can be something that people can recognise and remember. Takahiro Morita for example, who runs FESN (Far East Skate Network) has used “Skaters Must Be United” which aside from being a powerful and positive message, is also something that will make you instantly think of FESN and him when you see or hear it.

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