I stumbled across an article by Surfer Today that got me thinking about surf brand logos. I work in advertising, so I see a lot of logos. Surf industry logos do a particularly outstanding job of capturing the essence of their products. In the logos of most major surf brands, you can find a wave hidden in the mix. Besides making clear what the brand offers, the wave represents an emotion. Surfers are intrinsically tied to the wave, and their livelihood depends on it. It's no wonder that so many brands use the powerful iconic symbol.