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Laug Auf (pronounced “log off”) literally means “eyes open”.

Look up, out, and into your world.

Emerge. Engage. Evolve.

Open your mind’s eye.

Visualize your future. Believe in your potential. Be curious.

Live with eyes open.

 

These core beliefs transformed into our series of logos: The Classic, The Iconic and The Extreme.

 

First, there was the colorful Classic.

It’s a third eye, with a power button iris (red for off) and a halfpipe lower eyelid. The mountain, with its snow covered peak, green trails and rays of sunlight shining over crashing waves, encompasses all of the exciting opportunities that await us outdoors in Mother Nature.

 

Next came the Iconic.

This “third eye” is made of an L and an A (for Laug Auf). The power button iris remains. But pan out and you’ll notice that it’s also the head of a person with outspread arms, open to experience, living their best life. Because… we all have the power in our mind’s eye to choose the perspective from which we see the world. We create our own “reality”.

 

The Extreme was born when Brand Champion Cam LaPorta, inspired by our message, took it upon himself to sketch the concept for this version. Because of Cam’s energy and his active lifestyle (in both action and traditional sports), the name was obvious. The dude is Extreme.

In the Extreme, the L, A and power button are carved up and transformed by action sports characters, breathing life and positive energy into our brand and message.

 

As our brand grows, and our message of eyes open spreads, the Logo Story will continue to evolve.

 

LAUG AUF. LIFE ON.