Aspen Logo

Our Brand Renewal: New Leaf, Same Roots

Something looks and feels a bit different this year: Aspen Snowmass' new look. Now is the time to amplify our 75-year story and welcome new perspectives into our mountains.

New uniforms adorned by Aspen Snowmass' new logo

You may notice that Aspen Snowmass looks and feels a bit different this season. To us, a brand is like a ski trail—it needs care, expertise, and a view toward the horizon. The last time we refreshed our brand was more than 20 years ago, when skis were skinny and cell phones were bricks. Now is the time to amplify our 75-year story and welcome new perspectives into our mountains.

This brand renewal has been largely driven by honoring our heritage of innovation. From hosting the first Gay Ski Week in 1977 to creating the industry’s first Environmental Affairs Department in 1997, Aspen Snowmass has always taken its gloves off for its beliefs, and we will continue to work tirelessly for our values, our community, and this special place.

To expand our positive impact, we started with an updated articulation of our brand purpose, promise, and guiding principles. We also learned that Aspen’s history and growth are rooted in excellent design. We updated our logo to embrace Herbert Bayer’s original 1946 Aspen Ski Corporation design, our position at the intersection of culture and nature, and our brand’s role as the frame to our guests' diverse, inspiring experiences.

What else can you expect this season and beyond? Additional refreshed aspects of our brand include facility upgrades in resort, new employee uniforms, a new, and refreshes to our Little Nell and Limelight hotel properties. Unfortunately, you can also expect continued COVID-19 safety measures and diligence. But we will couple that with celebrating our 75th anniversary and a renewed commitment to our brand promise, guest/employee experience, and positive global impact.

When people choose to visit Aspen Snowmass, we hope this place and the experiences it offers stay with them long after they return home. From duct tape to diamonds, hiking the Highland Bowl to reveling in the après scene, vintage velvet to classic denim—we are a brand for more than just one kind of guest, and we hope that never changes.

See you on the slopes!