Arroyo is a bouldering space in San José del Cabo, Baja California that also functions as a bar with an area for sharing small bites 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 ways in which Arroyo exists. With that in mind, a horizontal logo system allows for change as Arroyo expands its offerings.

© 2023 Elisa Michelet