Arroyo is a soon-to-be-open bouldering space in San José del Cabo, Baja California. Apart from the climbing wall, the space will also have a bar and food area for gathering and for hosting pop-ups.

The logomark is inspired by the stunning  rock paintings of the Sierra de San Francisco, a UNESCO heritage site and the color palette is reminiscent of the Baja landscape from the rocks to the sea. The logotype is set in GT Pressura, which was created with a nod to metal type. It uses the visual gesture of ink spreading under pressure in many of its letterforms.

The logo needed to be flexible to accommodate the various types of activities Arroyo will exercise. With that in mind, a new horizontal logo can be created simply by changing the second half of the logo.

© 2022 Elisa Michelet