This week Park City Chamber/Bureau said goodbye to “Piney,” the pinecone image that has represented Visit Park City over the past 20 years.
Now, a circular logo crafted from six letter P’s sits in the left corner of the Chamber/Bureau’s website, created in collaboration with their longtime marketing partner Riester. The P is for Park City but subtle enough to blend into an image that reflects the town: a snowflake, a bicycle wheel, a flower, a sun.
It’s designed to be adaptable and year-round, said Dan Howard, the Chamber/Bureau vice president of communications. This is their first commitment to a single campaign, rather than seasonal messages like “Winter’s Favorite Town,” which they’ve done in the past.
One way they plan to differentiate messages between the seasonal activities of the town will be through changing color palettes, said Howard.
“The colors come from organically the colors that you’ll see in the town, that you’ll see in the flowers or the grass or the sky or the mountains. It’s very natural looking,” he said.
They also plan on animating the new logo to market the activities Park City visitors can enjoy, Howard said.
“It’s got a lot of motion in it, which I think Park City has a lot of motion. If you think about the people on the trails or hiking or skiing or sledding or whatever they’re doing, there’s just a lot of motion in this town,” he said. “So it’s exciting to think that we’ve got a brand that can capture some of that imagery using animation.”
This rebrand is another step in Park City’s 10-year Sustainable Tourism Plan, unanimously adopted by the city and county councils around two years ago.
“Part of the 10-year plan has to do with communicating with visitors about how we would prefer that they visit, which includes things like encouraging car free visits and using public transit, and having consciousness around trail etiquette and wildlife awareness,” said Howard.
Along with the new logo, the Chamber/Bureau announced their use of the word “mountainkind” as a key element of their branding. It’s a word designed to encompass the town’s values of practices like trail etiquette, recycling, car-free travel and wildlife awareness.
“‘Mountainkind’ will become a phrase associated with visitor behavior, so those who visit Park City will do so with a mindset of cooperation and destination preservation,” said Howard.
On May 23, the Chamber/Bureau will hold a public brand launch event at the UOP Visitor’s Center, with a free BBQ lunch. All are welcome to attend and hear more about the Chamber/Bureau’s marketing efforts to bring like-minded visitors to town. Learn more at visitparkcity.com, and read about their sustainable goals under the “stewardship” tab.