April 14, 2009

balance








I don't know how long this has been out there, I just ran across it tonight on Identityworks, but California's Mammoth Mountain Ski Resort has unveiled a new identity created by Seattle agency Hornall Anderson. Mammoth has had multiple identities over the last several years, but I love this one. It strikes a difficult balance well - appropriately casual for their image but still maintaining a level of classic sophistication; hip enough to touch on the surf/snowboard culture but traditional enough to fit the ski culture. The mark itself forms the M out of what is a set of ski tracks to some or mammoth tusks to others. I especially love the business card design - again, balancing corporate professionalism on one side with youthful resort on the other. The identity is so cleanly done across so many application variations that it looks easy, but balance often looks easier than it really is. Check out a slideshow of the project here:
  • Hornall Anderson: Mammoth Mountain slideshow
  • 1 comment:

    XK9 said...

    Nice symbol. Interesting to use skis in the era of the snowboard.

    The hand drawn logotype is a nice touch; it's growing on me. That's right folks, that's not a font. Look at those lower case m's. Each one is different. I don't mind a hand drawn font as text (Felt Tip Roman by Mark Simonson, for example). But for logos, a hand drawn font that's noticeably a font (identical letters) seems very lame to me.