AS-USUAL
AS-USUAL is a climbing and bouldering gym in Arizona. It features multiple great walls full of challenging paths, but it lacked good branding. That being said, I created a new brand system to give the gym new life and reintroduce it to the climbing community.
The brand features one main word mark that acts as its logo, as well as a limited color palette of black, blue, grey, and white. The main typeface is Outward-Block and the secondary typeface is Neue Haas Grotesk. The brand also features vintage photos of climbers to give it a more retro feel.
Along with the color pallet and typefaces, one of the main branding elements was using the wordmark as a pattern- cropping it at different angles. This can be seen throughout most of the branding assets. I also implemented a grid system that is visible for type and photo layouts to mimic the different grids climbers use to create paths on their routes.
Project completed with guidance from August Tang