The name Redpoint for the branding derives from the term “redpointing”
referring to free-climbing a route after practicing it beforehand. The target
group focuses on young, professional climbers. The logo contains several different elements
associated with rock-climbing, such as an up-pointing arrow, a mountain and of
course the letter “R”. The branding was created during my college years.
The vertical character of rock-climbing inspired a vertical structure in type-setting and layout. A modern, outdoorsy and dynamic approach is achieved through strong, earthy colors and type-setting at different angles. Narrow print pieces underline the verticality of rock-climbing.