STUDIO PROJECT • FALL 2022
Access Fund is a national not-for-profit organization that leads and inspires the rock climbing community toward sustainable access and conservation of the climbing environment. They do this through buying threatened climbing areas, trail work, and political advocacy.
I reimagined Access Fund’s identity with a new logomark, color palette, and typography. The new brand presents Access Fund as a strong-willed outdoor organization that stands in pursuit of conservation and connection for the climbing community.
The current identity
NATUREWith the goal of protecting rock climbing land across America, an appreciation for nature is integral to Access Fund’s identity.
INCLUSIONMake climbing accessible and safe for all.
STEWARDSHIPEnvironmental protection is at the root of all Access Fund does, from conservation projects to buying back land.
The current logomark carries a lot of tension due to the rectangular container. The open fence portrays access in a very literal sense and creates a disruptive horizontal line across the logo. The words “Access Fund” could also use some breathing space.
Ideation
In my sketches I explored the relationship between humans and nature, portrayed through mountainous silhouettes and trail lines. How could I represent nature, climbing, and access at the same time?
Influences from climbing and nature
The final direction for the logo takes inspiration from the partner-oriented nature of rock climbing. While one person climbs, their partner is either guiding their rope or spotting them in case of a fall.
The curvaceous, mountainous silhouettes are strong while still maintaining a friendly, natural form. The sun, perched between two mountains, represents a bright future for the sport.
Color and Typography
TYPEFACE New Spirit was chosen as the word mark typeface for its organic qualities. Its soft serifs and varying line weight is reminiscent of handwriting and print-making.
The final color palette was derived from a green analogous color harmony, with high contrast that energizes the brand’s call for action. Warmer secondary colors are sparingly used to call attention to certain elements.