The slang term "mean" is ambiguous in a good way. It can mean aggressive, tough and rough. It can mean "cool" or sharp and attractive.
Longboards are becoming popular for college age men and older who enjoy moving across campus or on streets for "chill" or the coolness or popularity of the sport. The smaller skateboards are considered for kid who do stunts. Longboards are less rebellious and crazy than skateboarding. We aim for college and early to mid twenty year olds who enjoyed skateboarding as teens, but still want to skate now that they are older.
We hope to foster a "longboarding lifestyle" of fun, relaxation and social interaction. The traget are not rebelleous like a teenage trying to do stunts anymore. They like to be ironic and fun loving.
We may want the brand to mimic the surfing (sunny California) culture or to mock it in a fun way. We are surfing concrete and asphalt, not the ocean. But we are still surfers enjoying speed and bodies in motion.
There is a lot of skateboard art that we would like to appeal to, but we don't want the "punk" look of skulls and snakes, rather fun or ironic images that communicate a life of "chill" or relaxation and enjoyment and being "cool" or popular being seen by friends with bodies in motion.
We want to appeal to "hipster" culture.
Also, we are based in the northwest US, so the outdoors here are mountains and waterways. We may sell a longboard for mountain trails. Unlike the bright colors of sunny California, the northwest is green and wet with subdued colors. Thnk grunge music founded in Seattle.
We think that text only may work, especially if the text suggests irony and "coolness" such as surfer culture fonts.
One idea we have is to make an earth image in the shape of a wheel. We will be selling high end ball bearings. A wheel with an earth inside might work. Stylized earth that looks like a skate ball bearing.
Another idea is to a skateboarder on a wave street instead of water.
A longboard shape could work. Longboards are often covered with art.
We are looking for more sophisticated art rather than a "punk" or "gothic" look. Really nice street art or artistic graffiti might work.
We are looking to appeal to an audience who is formerly the rebellious stunt making teen who has grown up to enjoy an outdoor lifestyle of speed and fun of movement".
Fine art (Van Gogh's starry night) images presented in an ironic way would work.
We seek to communicate a lifestyle of fun and coolness, lightheartedness and enjoyment of bodies in motion. The joy of athleticism and controlling your body while moving. Speed and enjoying the rush of movement. We want to appeal to the cool, hipster crowd.
However, we do not need to be literal in the imagery with figures skating. Text only may work.
Possible sub head slogans.
Tough products. Chill vibes.