A visual representation of a competitive attitude maintaining its original form despite the fracture of one of its points. Skateboarders are a testament to this spirit, since they are known for their ability to adapt to obstacles on the street using an unorthodox approach. Their mentality is to get back on the board despite injuries and being overlooked. Skaters pave their own way in society with a mindset that allows them to succeed on and off the board.
“Never Compromise and Never Quit”.
NVRBRKN.
DC Shoes is proud to present the NVRBRKN. concept collection for HOLIDAY ’11. A head-to-toe product line with a design philosophy to boost confidence when facing opposition. Never Broken is a metaphor about overcoming adversity, mentally and physically. The primary word mark logo is a stylized short name consisting of the consonants taken from the two words “never broken” combined into one seven-letter word designed to support the DCSHOES 7-point DNA. The broken star logo mark is a reinterpretation of the 7 point star within the DC logo. 
After doing a BMX 'zine for ten years (1987 - 1996) FATBMX made it on the internet. The year was 1998. Here to stay.