Built around the double-entendre strapline, “We get the world climbing,” the new branding is meant to display the organization’s dedication to openness, inclusivity, culture, and inspiration.
The organization’s logo is a literal conglomeration of its name, goals, and tools. From a recent news release, “At the heart of the rebrand is a distinctive new logo: a world formed from climbing holds, with interwoven routes symbolizing global climbing. Each color in the new palette represents one of the sport’s three disciplines, Lead, Boulder and Speed.”
Another manifestation of the new name is accomplished by breaking the wordmark off of its normal baseline, allowing parts of it to ascend as if it were climbing.
