I had the opportunity to assist Cirque Climbing in their re-brand as they built and moved to a new facility in Lacey, Washington. The new name and logo encompass influences from the original brand, peaks that reverberate the building’s exterior and colors sourced from alpine regions.
The curves in the logo mark resemble a cirque and the semi-circular design of the gym’s interior.
I found images of popular climbing locations around the world and sourced colors that harmonized with the brick red of the building exterior.
We chose to work with sans-serif fonts because they are usually perceived as being friendly and casual. The bold Headings and subheadings are different variations of Ubuntu, and the body text is Open Sans Light.
The logo process allowed me to explore different themes and names while the new gym location was being built. The examples above were considered before finalization of the logo and name.