The Client.
At the start of joining Club Climbing at JMU, my goal was to redesign the club logo. I wanted to create something that would brand Club Climbing in a creative, outdoorsy, and tough way.
Roughs.
Originally, I wanted the logo to be purple because of the JMU colors, and I wanted it to include some climbing elements. The previous logo had climbing holds, so I considered that imagery "off-limits."
After creating these roughs, though, I hated them. So I had to take a step back and figure out exactly what about them wasn't working for me.
So, I played with negative space and textures.
Feedback.
Then, I showed the logo to the club exec, who suggested that it needed "something else." At first, I wasn't sure what that "something else" was.
I tried different textures and colors. I adjusted the sizes and font. None of it seemed to work.
Finally, I added a mountain layer to give the logo more depth.
These are two options that I played with. However, I chose something different for the final colors.
I finally decided that I disliked the rough logos because they didn't show a clear use of negative space. I was certain I could make the logo a lot more compact and simple.
Final Design.
When we established a Climbing Team in 2023, I created a "matching" logo inspired by a past version of the Club Climbing logo.
