La Palestrina is an indoor rock climbing gym that was restored by the local climbers with an intensive effort.
They asked us to create a brand identity for the renovated gym.
We wanted to bring into the logo a part of the hard work the climbers did.
This wasn’t just the gym logo, it had to be their logo.
THE TRADEMARK IS THE PROCESS
We asked each climber to write La Palestrina on a sheet of paper at the same time, with the same kind of black marker pen while they were making a plank exercise. Writing while working out wasn’t just a way to uniform the process, we wanted their ability to write to be affected by the struggle, as if they were climbing. It was important that they did this assignment together: the very same process produced results that were similar but always different from each other.
Instructions and margins of freedom introduced two variables into the project, causality and randomness, making the unprogrammed identity a set of results with endless variations which cannot be determined in advance. Even mistakes made by the climbers during the process were welcomed as part of the uniqueness and recognizability we were looking for.