Schweitzer, the ski and summer resort near Sandpoint, Idaho, introduced a new logo and a simplified name in April 2021. The resort, which opened in December 1963, dropped “Mountain Resort” from its name and replaced its snowflake-based mark with a green letter “S” built from three angled strokes. The redesign was driven by the resort’s shift from a primarily winter destination to a year-round one, according to the resort’s announcement at the time. [1] [2]
Design and History
The 2021 logo consists of an “S” made from three balanced, symmetrical strokes aligned on a 45-degree angle. According to the resort, the strokes recall the blackletter crossbar of the original 1963 logo and reflect the physical influences on the resort: the peak of Schweitzer’s summit, the flowing terrain, and Lake Pend Oreille below. The resort described the mark as created to imply history and the back-and-forth motion of descending a mountain. [2] [3]
The previous logo, a snowflake mark introduced about 15 years earlier, was replaced in part because the resort felt it no longer reflected who it was becoming. CEO and President Tom Chasse noted that the old snowflake logo had itself drawn criticism when it debuted, with detractors comparing it to a starfish or a cat’s rear end. He also said the resort intentionally moved away from snow imagery to reflect its evolution into a winter and summer destination. [1] [4]
The new identity was rolled out progressively through spring 2021 and into 2022 across the website, village wayfinding, advertising, social media, and season passes. [2]
Meaning and Symbolism
The three strokes of the “S” are meant to symbolize the peak of Schweitzer’s summit, the flowing terrain, and Lake Pend Oreille, the resort’s natural complement below. The green primary color was chosen for its connection to the natural environment, while secondary colors of yellow and orange were inspired by hues used in outdoor wear, from retro-ski outfits to modern mountain bike clothing. The resort said these colors were chosen to reflect the vibrant and radiant spirit of the Schweitzer community. [2] [3]
Typography and Design
The new wordmark was custom-made to complement the logo’s clean, bold style and to match the 45-degree angles of the mark. The rounded shapes of the letterforms were designed to communicate Schweitzer’s friendly, open vibe, and the resort said the wordmark is more readable than its predecessor across the variety of mediums in which it appears. [2] [3]
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