Brand Tone

energetic, authentic, rebellious, and youthful

Brand Values

• •Passion for Board Sports
• •Creativity and Self-Expression
• •Authenticity
• •Youth Empowerment/Anti-Establishment
• •Innovation and Quality
• •Sustainability (Evolving)
• •Community
• •Long-Term Perspective

Best Practices

• •Embrace the "True To This" Mantra: Ensure all copy authentically reflects a genuine passion for board sports, art, music, and the lifestyle Volcom represents.
• •Use Energetic and Youthful Language: Employ a vocabulary that is vibrant, direct, and resonates with a younger, adventurous audience. Avoid overly formal or corporate jargon.
• •Channel the Rebellious Spirit (Authentically): While the "Youth Against Establishment" tagline has evolved, maintain a sense of challenging norms and celebrating individuality. This should feel genuine, not forced.
• •Show, Don't Just Tell, the Lifestyle: Integrate storytelling and vivid descriptions that allow the audience to feel the experience of surfing, skating, or snowboarding, and the creative culture surrounding it.
• •Be Inclusive of the Volcomunity: Foster a sense of belonging by speaking directly to the community, acknowledging their passions, and inviting participation.

Social Perception

authentic and core brand within the board sports community, known for its distinctive style that blends fashion with function, appealing to those who embrace an active and adventurous lifestyle

Copy Examples

• •Off the grid and on the board. This is where we feel most alive. #TrueToThis
• •Engineered for chaos. Built to last. Our new [Product Name] doesn't flinch.
• •Forget the noise. Find your line. Volcom: Fueling your obsession since '91.
• •From the street to the peak, and every wave in between. Live it. Wear it. #Volcom
• •Stitched with rebellion. Designed for the ride. Join the Volcomunity.