Climbing had outgrown the identity of its international federation. With Olympic momentum building and Para Climbing set to debut at LA 2028, the sport needed a global brand capable of uniting athletes, fans, federations and partners. The new identity is built directly from climbing. Its logo forms a world from the handholds and footholds of Speed, Lead and Boulder, with three interwoven routes rising towards one shared summit. A custom typeface, chalk textures, rope-like accents, dynamic gradients and handhold-shaped negative space extend the sport’s DNA across every application. Designed for competitions, broadcast, digital platforms, social content, merchandise and continental organisations, the system turns a complex international federation into a bold, inclusive and instantly recognisable global master brand.