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Design Category
Brand and identity systems design, 1994
Design firm
Hornall Anderson Design Works, Inc. (Seattle, Washington)
Collection
(1996) A Decade of Sports Graphics
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Increasingly, graphics are a key factor in the successful marketing of skis. Years ago, ski manufacturers employed similar design strategies, using black, blue or red accents on a white ski base. In recent years, as the demographic shifted toward the high energy of a younger market, European fashion trends increasingly influenced the look of the slopes. K2 was one of the first companies to change its graphics to fit the times. To capture a greater market share, graphics are keyed to specific audiences and niche markets. Each season begins with a color study as a various colorways and graphics are developed for American, Japanese, and European markets.