MATTA CREATES NEW “WORLD CLIMBING” BRAND FOR THE INTERNATIONAL FEDERATION OF SPORT CLIMBING
MATTA has created a new global brand for the International Federation of Sport Climbing (IFSC), marking a major milestone in the continued evolution and growth of one of sport’s fastest-rising disciplines.
Since its formation in 2007, the IFSC has overseen the rapid expansion of climbing on the world stage – from securing Olympic debut at Tokyo 2020 to an expanded presence at Paris 2024. With climbing’s global footprint now firmly established, MATTA was appointed to help accelerate the sport’s next phase of development through a bold, accessible and future-facing identity. The result is World Climbing.
Grounded in deep research, MATTA worked with the IFSC to define a new purpose for the organisation: “We get the world climbing.” The idea reflects the unique nature of the sport – one that demands complete immersion from athletes while creating powerful bonds within independent, like-minded communities around the world.
The new World Climbing logo is built from the hand and footholds found on climbing walls, drawn from each of the sport’s three disciplines: Speed, Lead and Boulder. Together, they form distinct routes to the top – symbolising progression, challenge and achievement. A bespoke display typeface, inspired by the geometry of handholds and letterforms, reinforces the physicality and personality of the sport.
The wider brand system uses negative space inspired by handholds for photography and headlines, alongside chalk-like textures that echo the marks left by athletes as they climb. Rope-inspired accents and a vibrant gradient colour palette complete a toolkit designed to reflect the inclusive, transformative and dynamic nature of climbing.
The launch of World Climbing represents a defining moment for the sport – unifying its disciplines under a single global identity built to inspire participation, fandom and long-term growth worldwide.
We’re delighted to see this highly distinctive new identity unveiled to the world. It’s been a pleasure working with a team so passionate about the development of climbing, and we’re confident this new brand and purpose will support the sport’s dramatic ascent for years to come.
executive strategy director at matta
I’m thrilled that we can present a fresh and dramatic new identity for climbing that opens the sport to new audiences — participants, fans and future partners. It was vital that the identity respected all three disciplines equally, and we’re confident it will help us continue to grow the sport we love
Media & Communications Director at World Climbing
