STUDIO PROJECT • FALL 2022
Access Fund is a national nonprofit organization dedicated to preserving and expanding sustainable access to rock climbing areas while promoting conservation efforts within the climbing community. Their work includes acquiring threatened climbing areas, leading restoration projects, and advocating for policy changes to protect climbing environments.
I reimagined Access Fund's visual identity with a logo, updated color palette, and typography. The new brand reflects Access Fund’s energetic commitment to conservation and its role as a unifying force for the climbing community.
Current identity
EXISTING LOGOMARK
The current logo feels tense, largely due to the restrictive rectangular container. An open fence conveys access in a very literal way and creates a disruptive line that interrupts flow. The words "Access Fund" would benefit from more breathing room.
NATUREProtecting rock climbing land across America is at the heart of Access Fund's mission, making a deep appreciation for nature integral to its identity.
INCLUSIONMake climbing accessible and safe for all.
STEWARDSHIPEverything the organization does is with the environment’s best interest in mind.
Logo Ideation
I explored the connection between humans and nature using mountain silhouettes, trail lines, and the natural elements.
Influenced by climbing + nature
MOUNTAINSThe mountain silhouettes represent the land Access Fund protects. The shape is both strong and inviting, embodying a natural, harmonious form.
PARTNERSHIP + COMMUNITYTwo dots symbolize the collaborative nature of climbing. While one person climbs, their partner is either guiding the rope or spotting them, working together to ensure safety and success.
SUNThe sun symbolizes Access Fund’s “North Star” - ensuring access for all while protecting the environment. Like a sunrise, it represents hope, fresh starts, and renewal.
Typography
New Spirit was chosen as the logo’s typeface for its organic qualities. Its soft serifs and varying line weight is reminiscent of handwriting and print-making.
Color
The color palette features a green analogous harmony, creating a high-contrast effect that energizes the brand’s call to action. Warmer secondary colors highlight key elements where needed.
Protect America’s climbing and look good doing it.
The final identity gives an energetic, passionate, and determined first impression. Beautiful photos of climbing locations and action shots remind the community what they’re fighting for. Their mission is simple and present throughout: Protect America’s climbing.