Santa Cruz Skateboards Apparel - The Dot Collection

Learn more about the Santa Cruz "Classic Dot" logo

NHS was originally a surfboard company, that, in the early 1970s, began making skateboards from leftover fiberglass. It was started by Santa Cruz High surfers and buddies Richard Novak, Doug Haut and Jay Shuirman. In the mid-1970s, they hired another ex-SCHS alum Jim Phillips as a graphic artist. Phillips had impressed them with his rock posters and went to work designing logos for the company”s growing skateboard line in an era when skateboard art as we know it today was all but nonexistent.

Phillips developed the first SCS logo in 1978, creating by hand the distinctive slanted typeface, in which the A”s in “Santa Cruz” are closed triangles. He added a second color as a drop shadow, and the logo became the dominant brand image of the up-and-coming company. The lettering of the logo remains nearly unchanged today.

The final part of the distinctive logo was the giant red ball, known at NHS as the “dot,” behind the lettering. That was the brainchild of Shuirman, said Phillips.