Arroyo is a bar in San José del Cabo, Baja California that also functions as an event space. The brief involved designing a brand identity that would also work for a climbing gym since the owner’s intention was to eventually build one in the same space.

We designed a solar, down-to-earth identity that features a logomark inspired by the stunning rock paintings of the Sierra de San Francisco, a UNESCO heritage site. The color palette is reminiscent of the surrounding Baja landscape. The logotype is set in GT Pressura, which was created with a nod to metal type, “using the visual gesture of ink spreading under pressure in many of its letterforms.”

In addition, the logo needed to be flexible to accommodate the various ways in which Arroyo would operate. With that in mind, a horizontal logo system allows for change as Arroyo expands its offerings.

+ Art Direction
+ Visual Research
+ Logo
+ Typography
+ Color Palette
+ Brand Guidelines

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