Exciting news out of Culver City today! The Cliffs of Id, our 25,000 sq ft gym, has a logo of it’s very own! We’re thrilled to have worked with our friends Mark Fox and Angie Wang of Design is Play to create the perfect identity for the new gym.
When we sat down to design the Logo for Cliffs of Id, we had a lot of ideas to bring to the table. The name Cliffs of Id comes from a reference to Reyner Banham’s Four Ecologies of Los Angeles, a book and defense of LA architecture / urbanism / ecology. Culver City is in the region described by Banham as the Plains of Id. One quote really stood out to us; ‘The Plains of Id are where the crudest urban lusts and most fundamental aspirations are created, manipulated and, with luck, satisfied.’ “We took this quote and ran with it,” said Sr. Manager Jeffery Bowling. “We loved the idea of a gym identity that harkened back to this feeling of urban idealism and hopeful expectations of the future.”
We love the logo we were able to create and can’t wait to see it in lights!
Mark has been climbing at Touchstone Gym’s since 1993 and the two of them joined Mission Cliffs in 2009. Not only are they regular crushers around the gym, they are talented designers as well. They have worked with us to design the identities for our past four gyms; MetalMark 2010, The Studio Climbing in 2011, Dogpatch in 2012, LA. Boulders in 2013, Mission Cliffs in 2014, and now Cliffs of Id.
The MetalMark, The Studio, and the LA. Boulders identities all include original typeface. We’re also proud to find out that their trademark for Dogpatch Boulders is included in the Graphis Design Annual 2015! “Out of all nine Touchstone Gym logos, you can definitely tell which ones Mark and Angie designed,” said Sr. Manager Markham Connolly. “They are clean, bold, and easily identifiable. You can really see that that each unique logo is a part of the same company.”
The Cliffs of Id is directly off the 10, on Fairfax Avenue near Venice Blvd and La Cienega and has ample parking. We are also right next to the Metro Station – hip hip hooray! We KNOW all you West Siders will be psyched on this location! “LA Boulders has changed the climbing gym market in Los Angeles,” said Sr. Manager Jeffery Bowling. “This new gym allows us to serve Culver City, Santa Monica, and beyond. We’re very excited about the location of the gym and thrilled by the warm welcome we have received from the L.A. climbing community.” Cliffs of Id will be a HUGE rope climbing gym, which is great news for everyone who prefers to tie in.
This will also be a full service gym with designated areas for program rooms, fitness equipment and a training area. “Offering premier climbing, fitness and classes like yoga and kickboxing has become synonymous with the Touchstone Climbing brand,” said Director of Marketing Lauryn Claassen. “Bringing a full service gym to Culver City will be huge for both the climbing and fitness communities.” That’s right people, your climbing gym membership can also be your yoga studio membership, which will double as your home away from home! Additionally, ALL Touchstone Climbing memberships are created equal.
If you are already a member at LA Boulders, you are also a member at Cliffs of Id and vice versa. Reciprocal memberships for the WIN! We will once again be working with Walltopia, a leading climbing wall manufacturer and our BFFs, to build the gym. “This is our 5th project together and our partnership with Walltopia becomes stronger with each gym,” said Bowling, who visited Walltopia headquarters in Bulgaria in June. “We are ready to bring something truly innovative to the greater Los Angeles area.”
We anticipate opening in mid 2015. To stay tuned on the play by play, give our Cliffs of Id Facebook page a follow. We’ll be releasing wall designs and construction updates in the following months. When it comes time to hire staff, we’ll post announcements there.