Eldora Mountain Resort is a ski area in Boulder County, Colorado, roughly 21 miles west of Boulder. In 2017, under new ownership by Powdr, the resort underwent a comprehensive rebrand that introduced a new logo, a new core color, and the “Closer to You” campaign, replacing a visual identity that had been in place for at least 25 years.
Design and History
In August 2017, Eldora unveiled its new branding alongside a multi-million dollar capital development plan that included a new six-passenger chairlift. The rebrand celebrated the mountain’s 56-year history as “Boulder County’s mountain playground” and was introduced with the “Closer to You” campaign.[1]
The rebrand was the first for the ski area in at least 25 years. It dropped “resort” from the name, and introduced a new orange color and font in the logo, replacing the previous red and black capital serif letters.[2] The resort was subsequently referred to simply as “Eldora” in its marketing.[3]
Powdr’s marketing team, led by Megan Fearnow, directed the rebranding and designed the new logo. The effort was informed by hundreds of interviews with Eldora employees and customers, who repeatedly described the resort as “simple,” “charming,” “rustic,” and “close.”[4]
Meaning and Symbolism
The new brand identity is grounded in the icon of a conifer tree rendered in a burnt orange, a color reminiscent of the sunsets that cast a radiant hue across the Indian Peaks.[5] The burnt orange core color was inspired by Powdr owner John Cumming, who skied Eldora while a student at the University of Colorado in Boulder and remembered the sunsets casting that hue across the Indian Peaks.[4]
The “Closer to You” tagline was designed to work on multiple levels, reflecting not just the resort’s proximity to Boulder but also its role as “a good place to start” and “ideal for families,” making it “close to their hearts.”[4]
Typography and Design
The 2017 logo introduced a new font and orange color scheme, replacing the previous red and black capital serif lettering.[2] The identity is anchored by the conifer tree icon in burnt orange.[5] The rebrand also extended to signage, with weathered wood from local Boulder County lumber mills replacing a hodgepodge of signs that had evolved over several decades.[4]
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