Instinct Surf

Derek Berry, an artist friend of my Dad’s, created a graphic from the photo and my Dad thought it would look great as a logo on my next board. I was a shy kid. “Oh no Dad, it’s too big,” I told him.

“This is the deal son,” he said to me. “If you are not having the logo, I am not buying the board.” It was a little bit of tough love but my Dad intrinsically understood the value of a simple, powerful and – most of all – authentic logo.

That logo went on to appear on every one of my boards throughout my career. I used it when I founded Instinct and ultimately millions of units were sold bearing the image. The logo became a part of my DNA and I have to thank my Dad for his vision. Every time I see the Instinct logo, I see my Dad.