Mission Cliffs, which is about to celebrate it’s 20th anniversary, has been undergoing a massive expansion project for the past two years. The gyms has added 9,000 ft of roped climbing terrain, gained a stretching and viewing mezzanine, moved the front desk, and is currently finishing construction on two brand new programming rooms. “It’s been a crazy year,” said General Manager Donna Hawkins. “But it’s so cool to be able to grow with our membership base. The Mission Cliffs expansion has transformed the gym from what was the best 20 years ago, to what will be the best for years to come.”
We knew that with such a dramatic change to the physical gym, the logo could use a little makeover as well. So of course, we turned to our friends Mark Fox and Angie Wang of Design is Play.
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, and now Mission Cliffs in 2014. 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 two are highly renowned designers in the Bay Area. Mark was President of the San Francisco chapter of the American Institute of Graphic Arts (AIGA) from 1995–1996, and served on the board of the Architecture + Design Forum of SFMOMA from 1998–2000. In 1995 Fox chaired the Design Lecture Series: “5ive Iconoclasts” featured Tibor Kalman, Vaughan Oliver, the Guerrilla Girls, Jenny Holzer, and Diller + Scofidio. In 2004 Fox was designated a Fellow of the San Francisco AIGA for personal and professional contributions to the San Francisco design community. Fox is a Professor of Graphic Design at California College of the Arts (CCA) in San Francisco where he has taught since 1993. He served as Chair of Graphic Design at CCA on two occasions, from 2003 to 2007, and most recently from 2013 to 2014. He earned a B.A. in Fine Arts from the University of California at Los Angeles in 1985, graduating magna cum laude and Phi Beta Kappa.
Angie’s work for March Pantry, Anson Mills, One Catering, and others has won numerous awards from the Type Directors Club, Communication Arts, Graphis, AIGA, and Print magazine. In 2013, Design is Play was one of forty-four design firms interviewed for Steven Heller and Lita Talarico’s book Design Firms Open for Business (Allworth Press).
More recently, Angie is quoted in Design School Wisdom, an anthology of tips from veterans in the industry (Chronicle Books). Her work is also featured in New Modernist Type (Thames & Hudson); Typography Essentials: 100 Design Principles for Working with Type (Rockport); and Typography Sketchbooks (Princeton Architectural Press.) In 2014, Angie served as one of five jurors for Communication Arts’ Design Annual, an international competition of the best design created over the last year. Angie is a Senior Adjunct Professor at California College of the Arts in San Francisco where she has been teaching in the Graphic Design Program since 2005. She has taught “Typography 3: The Book,” created the curriculum for the foundational course “Typography 1: Form,” and co-taught the Summer study abroad class “Amsterdam: Dutch Utopia” with Mark Fox. She graduated magna cum laude from UC Berkeley, and with distinction from the California College of Arts and Crafts (CCAC). She is a member of Phi Beta Kappa.
“We climb at Mission Cliffs, as do our children Elias, Cate, and Lukas,” said Angie. “MC is a bit of a second home for us, so to design an identity for a place and a community of people that we have an affinity for is an honor”
We asked the pair to give us a bit of insight to how they tackle the task of creating our gym logos. “Our process is fairly simple: we sketch at a small size. If a sketch works at half an inch, it typically works well as a finished symbol. Extraneous details are eliminated, and the essential structure of the symbol is clearly established,” said Mark. “Once a sketch shows promise, we refine it further and then ink the refinement at a size of 3.5 inches with a Rapidograph pen. We then build the symbol in Illustrator for presentation; if the client selects it, we typically hone the design further, reinking the symbol at a size of 7 inches, and rebuilding it in Illustrator. Our process is laborious, but we believe it yields superior results.”
“One final note: we can’t do great work without great partners. We have to thank and acknowledge Mark Melvin, in particular, for entrusting us with this assignment,” said Angie.
Several of the original concepts were presented to a team at Touchstone, who then decided on the winning design. “Working with Mark and Angie to select the final identity for Mission Cliffs was such an honor, said Touchstone Graphic Designer Heather Campbell. “Their experience and professionalism really shone through. I can’t WAIT to use this new logo!”
The new logo, which will be unveiled in the coming months, has an urban, industrial feel: concrete floors, steel Ibeams, and that massive crane hook—20 tons of capacity! “We thought the identity should feel empathetic and so we relied on simple, constructed forms,” said Angie. “The design is the kind of nononsense trademark that could be stamped out of metal, or stenciled on a machine.”
We owe a HUGE thank you to Mark and Angie for not only working with us on our previous gym identities, but for taking on the challenge of re-creating an existing logo. We’re SO happy with the final product and we can’t wait to see it in use.
…So do you want to see the new logo?!
Patience young padawans. It’s coming soon!