El Bloque

The El Bloque Bouldering Gym branding project brings energy, grit, and modern design to Puerto Rico’s climbing scene. We created a bold logo and cohesive visual identity that reflects community, movement, and adventure, supporting the gym’s mission to grow the island’s climbing culture. The color pallet is composed of a combination of grays and main accent colors that are bright and crisp to capture your attention. The logotype is composed of a symbolic boulder stone that is divided to resemble the versatility of the interchangeable stones in a bouldering gym. It was developed with a grid system to have symmetry and composure. The pattern is intended to add texture and a topographic feel, that way we can create interesting visual material for marketing and office equipment and signage.

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The typography employed is bold and crisp for readability and strong-fast delivery, the main font has two versions, a geometric cut-out for headers and solo usage, with the solid form for the logo composition to keep it balanced and focused. The photographic content style is clean, bright and falls to blue tones.