The Birth of an Icon
Introducing the New Airush icon with Creative Director, Graham Wiles.
In the ever-evolving world of kiteboarding, few symbols carry as much heritage and progression as the Airush icon. Marking a new chapter in the brand’s visual identity, the redesigned Airush “A” represents more than just a branding refresh, it’s a statement of intent. Blending innovation, durability, and sustainability, the new icon captures the essence of what Airush stands for today. We sat down with Creative Director, Graham Wiles, to uncover the story behind this evolution, exploring how a decade of design thinking culminated in the birth of an icon.
You worked on the new Airush icon – what’s the story behind it?
I’ve been working with Airush on and off since 2012, and even when I wasn’t directly involved day-to-day, I stayed connected to the brand. Around 2020, we made the decision to phase out the previous Airush icon, the “A” element, and focus more on the “Airush Kiteboarding” logotype. The old icon, which dated back to 2008, had started to feel a little dated. It was time for a refresh.
Over the years, I explored a lot of redesign concepts, but nothing quite landed. Then in 2021, I revisited the project with fresh eyes and developed the new icon you see today. We began introducing it quietly onto products about two years ago, and now it’s fully integrated – featured prominently on the top of our boards and at the center of our kite canopies.
What does the new icon represent for Airush?
At its core, the new icon is a stylized “A” blending organic and technical elements. The dots can be interpreted as water drops, tying into the watersports theme. The movement and flow between the shapes reinforce a sense of water and dynamism, central to who we are as a brand.
Beyond that, it embodies Airush’s core beliefs. The three drops symbolize our brand pillars: Innovation, Durability, and Sustainability. Durability and Sustainability are intertwined, representing strength and longevity. These elements also speak to our community and the evolution of the Originals collection. Meanwhile, the isolated drop symbolizes the Team Series, representing innovation and pushing the limits within our company.
Can you tell us more about how it will be used?
The new “A” icon and the “Airush Kiteboarding” logotype are designed to exist independently, rather than locked together. This gives us more flexibility across different products and applications, allowing the branding to feel clean, modern, and appropriate for the environment it’s in.
There’s now a group of logos associated with Airush - tell us about that.
Within the Airush brand, we have two key technology groups: Originals and Team Series.
Originals is a collection of proven technologies crafted with the highest quality materials. It’s represented by the “OG” monogram.
The Team Series showcases our pinnacle products, using the latest materials and advanced constructions.
What has the initial feedback been like?
The response has been extremely positive.
Of course, with any major brand evolution, there’s an adjustment period. Some people are naturally attached to what they know. But over time, the new icon will become just as familiar and symbolic of Airush. I’m confident that we’ll see that natural cycle of acceptance play out.
Having worked on this project for over a decade, it’s incredibly rewarding to see it come to life, and to contribute to a brand and community I’m proud to be part of.
Graham Wiles is an accomplished graphic designer and creative director with over a decade of experience shaping iconic brands in the watersports industry. Known for his innovative approach and deep understanding of design principles, Graham has worked with leading names like Airush, Starboard, and AK Durable Supply Co. for the past 13 years. His expertise lies in blending technical precision with creative expression, crafting designs that are both impactful and enduring.