1. O’ n e I L L B R a n D D n a
I n te rn a t i o n a l H ea d q u a r te rs :
O’Neil l, Inc.
1071 41s t Ave n u e
P.O. Box 6300
Santa Cruz, CA 95063-6300
p 1.831.475.7500
f 1.831.475.0386
www . o nei l l. co m

2. DNA IS THE BLUEPRINT FOR WHO WE ARE AND WHO WE
WILL BECOME. EVERY BRAND HAS A DNA, THE ESSENCE OF
THEIR IDENTITY. IN THE FOLLOWING PAGES WE DESCRIBE
THE O’NEILL DNA IN DETAIL, OUTLINING OUR CORE
VALUES AND FOUNDING PRINCIPLES. BY USING THIS
MANUAL TO GUIDE ALL DECISIONS AS A BRAND WE
COMMUNICATE WHO WE ARE AND WHAT WE STAND FOR IN
A CLEAR, FOCUSED MANNER. WE STAY TRUE TO OUR ROOTS.
JACK O’NEILL
CHAIRMAN OF THE BOARD

3. O’NEILL
OUR BRAND MISSION:
MOTIVATES INSPIRE
AND INSPIRES THE SURFER’S
EVOLUTION
THE SURFING Our company was founded in a moment of fate and destiny. An inspirational
moment when a young surfer named Jack O’Neill, a scrap of rubber and
SPIRIT IN necessity collided in a Northern California army surplus store. That first
wetsuit encouraged countless numbers to take to the waves and exported
surfing to the coldwater breaks the world over. Out of Jack’s personal
ALL OF US AND evolution as a surfer, a subculture was transformed.
We understand the drive to progress. The hunger to be better. The need to
erase that thin line between what can and can’t be done. The moment you
DARES US TO exceed yourself.
We take our founding principle as our mantra. We are a source of
DREAM.
inspiration for the enthusiast; our products are the tools of self-
empowerment. O’Neill’s priority is to motivate and celebrate the process of
personal evolution. It is our driving philosophy. It is the O’Neill DNA.
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o’neILL’S BRanD DNA

4. MOTIVATE THE ENTHUSIAST’S
EVOLUTION IN THEIR LIFESTYLE
AND SPORT.
We realize that to progress takes desire and commitment, but starts with
the spark of inspiration. This spark comes from imagination and
INSPIRE enthusiasm. By being a leader, we provide an example, an expectation of
excellence.
We are confident in the enthusiast’s desire to progress, and this confidence
in turn motivates us. Our energy and passion is reflected in our product and
outlook. This attitude is contagious. O’Neill as a brand is a beacon to be a
better surfer both in and out of the water.
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o’neILL’S BRanD DNA

5. ALL ENTHUSIASTS
ARE BOUND TOGETHER
BY THE SAME SPIRIT.
The surfer is driven by the love of the sport. In this, all surfers,
snowboarders, wakeboarders, waterskiers, windsurfers and divers share a
THE SURFER common bond. The pursuit of sport transcends age, sex and language.
For a surfer a perfect six-foot barrel elicits pure stoke that needs no
translation, invites no interpretation, and is universal.
We understand this spirit because we ourselves are surfers. Since we
understand the drive and the bond, our voice is authentic and
authoritative. All of our products are designed and tested by people who
love and know the sport. It’s the surfer’s spirit that makes the O’Neill brand
resonate. These are our roots.
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o’neILL’S BRanD DNA

6. CREATE PRODUCTS THAT ENABLE
THE SURFER TO GROW IN HIS OR
HER SPORT AND LIFESTYLE.
Evolution starts on the inside. Evolution is only aided by those things that
have true benefits. Evolution is a constant journey that in itself is the
EVOLUTION destination. O’Neill products are designed and made to enable the surfer to
pursue his or her personal evolution every step of the way.
We do this by searching relentlessly for new technologies, new materials
and new ideas. By being participants ourselves and keeping in touch with
the sport’s progression and trends. By being attentive to the surfer’s needs
and desires. By joining the enthusiast on the path itself.
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o’neILL’S BRanD DNA

7. BRAND TOUCHSTONES
BE DIFFERENT MAVERICK
IN TOUCH
STAY FRESH YOUTHFUL
INNOVATIVE
THINK YOUNG SOLID
KEEP IT REAL When we execute against these touchstones through product, promotion,
distribution and corporate development decisions, we position ourselves in
the mind of the customer as the most respected and desired surf brand in
the world. And it will be true.
BE A LEADER
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o’neILL’S BRanD DNA

8. INSPIRE AND SHARE OUR
INDEPENDENT SPIRIT AND
UNIQUE PERSONALITY.
LEAD BY EXAMPLE AND ENCOURAGE
THE PURSUIT OF PERSONAL GROWTH.
MAVERICK HOW WE DO IT:
Cut our own path without being influenced by trend or fad. Have a vision,
commit to it and pursue it single-mindedly. Be active in our destiny.
Be vocal and visible. Be independent in thought and action.
THE PLACE WE OWN IN THE CUSTOMERS MIND:
O’Neill knows who they are and where they want to go. O’Neill understands
my desire to be different. O’Neill is confident, and inspires my confidence.
O’Neill products are for the individual who thinks for him or herself.
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o’neILL’S BRanD DNA

9. BE THE BRAND OF CHOICE FOR
INDIVIDUALS COMMITTED TO THE
SURFING SPIRIT.
WE HAVE A DEEP UNDERSTANDING
OF OUR CUSTOMERS WANTS AND NEEDS.
IN TOUCH HOW WE DO IT:
Stay connected with our customers and dealers through partnerships and
immersion. Participate in the environment. Speak the language. Live the
life. Be our customer.
THE PLACE WE OWN IN THE CUSTOMERS MIND:
O’Neill is responsive to my needs. O’Neill is informed. O’Neill is in touch.
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o’neILL’S BRanD DNA

10. BE ENERGETIC, IDEALISTIC
AND ENTHUSIASTIC.
CONNECT WITH THE YOUNG AND YOUNG AT HEART.
HOW WE DO IT:
YOUTHFUL Be young in spirit. Be optimistic and flexible. Look to the future. Welcome
change. Think young.
THE PLACE WE OWN IN THE CUSTOMERS MIND:
O’Neill understands me. O’Neill respects the new. O’Neill is open-minded.
O’Neill is growing, and I can grow with them. O’Neill combines the wisdom
of fifty years with the energy of a kid. O’Neill is a youthful brand.
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o’neILL’S BRanD DNA

11. DELIVER TRULY FUNCTIONAL
PRODUCTS THAT EXCEED
CUSTOMER EXPECTATIONS.
WE CREATE REAL IMPROVEMENTS THAT BUILD
LOYALTY AND A LASTING REPUTATION.
INNOVATIVE HOW WE DO IT:
Deliver real improvements before the customer even knows they need
them. Explore new technologies and materials. Be creative in how we make
and present our products. Keep durability, performance and style as the
guiding principles behind all innovations. Our products must outperform
the competition and be cutting edge.
THE PLACE WE OWN IN THE CUSTOMERS MIND:
O’Neill respects and understands my needs. O’Neill understands my desire
to progress. O’Neill is innovative. O’Neill is cutting edge.
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o’neILL’S BRanD DNA

12. PROVIDE REAL VALUE BASED
ON EXPERIENCE AND WISDOM
WE LET OUR HERITAGE AND SUCCESS
REFLECT IN OUR PRODUCT AND PERSONALITY.
HOW WE DO IT:
SOLID Be authentic through true wisdom and true messages. Think in terms of
benefits to the customer. Use all of our resources. Adopt change that only
enhances. Be honest. Be consistent in word and action. Stick to the
founding pioneer spirit. Be real. Stay committed.
THE PLACE WE OWN IN THE CUSTOMERS MIND:
O’Neill makes great products because they have experience. O’Neill is
authentic. O’Neill is respected in the industry. O’Neill is solid. O’Neill leads.
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o’neILL’S BRanD DNA