City of Aspen

Art Direction
Branding
Graphic Design

The City of Aspen was looking for an updated identity and mark that would one, set it apart from the well-known Aspen Snowmass Resort with its recognizable aspen leaf logo, and two, cement the city’s website and social accounts as hubs for both residents and visitors. The new brand is a nod to the character of the city itself: modern yet unmistakably timeless, mountain rustic rooted in refinement. As for the mark specifically, the interlocking letters harken back to vintage ski town pins, while the caps of the letterforms themselves mimic the shape of falling leaves.