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.