Jalk is a small Austin business who specializes in upcycling used jeans into chalk bags for rock climbers! They partner with Austin Bouldering Project to display and sell their products.

The project brief stated students must rebrand the identity system of a local Austin business. The rebrand for Jalk aims to be more direct in the understanding of what the brand is without needing to see the tagline or products.

The logo mark takes the shape of their most popular model and adds a very apparent jean-shaped pocket. The name and tagline are kept very similar, but simplified and aligned the type a little better. The shape—at least for those know and within context, would be able to understand what brand is a little better compared to just the name.

This puts the logo in context because this is a place where people will walk past any time they enter the gym, so people who are unaware of the brand will see this and need to understand. That's why the primary logo is used here.

I experimented with the idea of taking the logo and adding an embriodery patch to one of their products. This would be an easy way to add their logo to their products. Because customers already know what this product is, the tertiary logo is used. It's also the easier to embrioder.