Opinion BY Armin

Shielded Mountain

I don’t ski, among other things I would rather not do. But judging from the number of tips about it, it looks like plenty of Brand New readers do, or at least plenty of them have an odd attraction to following news from ski resorts around the world. Killington Resort in the town of Killington, Vermont boasts about being the biggest (and meanest) set of ski slopes in the East Coast as well as having one of the most productive snowmaking infrastructures in the whole U.S.. For those that understand skiing lingo here is all that Killington offers. While other ski resorts in the region have gained ground on the market, Killington is going with a new marketing campaign, and identity, created by Factory Design Labs to cement back its position as the leader, and with this vintage tag line revived, “The Beast of the East,” their work has been cut out for them.

Ski resort identity is not something that gets me pumped up every morning when I think about what to write for Brand New, but I have to say that this new logo is pretty darn cool. The new icon comes in the shape of a traditional shield but is executed in a contemporary way with simple, bold lines that make a “K” on its side. The black triangle is a mountain, the white space above it is snow, then green and blue for trees and sky. Simple and, well, badass if you ask me. The script logo could be seen as an odd choice, but I think it has enough of a wink to make it an ironically conscious choice. I would have personally looked for a less generic script but, for matters of concept, this works. So there you have it, our first review of a ski resort.

Thanks to Kevin Hammond for the tip.

DATE: Nov.13.2009CATEGORY: Hospitality 101 COMMENTS

Kyle ’s comment is:

I grew up near Killington, I love that Mountain and now I love it even more... Quality.

Thanks Armin

On Nov.13.2009 at 09:40 AM

Derek Dietrich-Muller’s comment is:

Reminds me of the old Rossignol crest, so this equals love to me.

Also, I find it very appropriate.

That color palette is spot on with my memory of The Skandinavian Ski Shop that was by my house as a child, and the chevrons that graced many a full-body ski-suit.

I'm a sucker for textural photography to boot. What else can I say? I may have to go to there.

On Nov.13.2009 at 09:42 AM

Gabrielle’s comment is:

best logo this week!!! this is a beauty. snowboarder/designers dream

On Nov.13.2009 at 09:42 AM

Gabriele’s comment is:

I don't ski but I like it, too.
Not the same for the slogans ;)

On Nov.13.2009 at 09:44 AM

Danae’s comment is:

i love it. It makes me want to SKI! I can't wait for winter! :-) I know, i'm a wacko.

Really though, this logo has such a great synergy between cold and warm. The colors are bright, crisp, and cold like the snow. But the script and traditional shield shape lend a warmth to it...they nailed it, because that's one of my favorite things about winter and skiing--the constant go-between of warm and cool. Awesome!

On Nov.13.2009 at 09:51 AM

Ben Thoma’s comment is:

Simply terrific.

On Nov.13.2009 at 09:55 AM

Rodrok’s comment is:

Classy and contemporary, nice mix.

On Nov.13.2009 at 09:56 AM

Carlo’s comment is:

Vermont is an awesome and beautiful state, I've always loved how perfectly its name embodies so much meaning, even down to the letter "V" resembling the shape of the state and the shape of an inverted mountain peak.
This logo is a simple mark that hits a little bit of all of that, the blue sky bar, the green mountain chevron, the black-diamondesque peak.
My main criticism is for the letter "K", which I wish were little less wasteful and looked less like an "R".

On Nov.13.2009 at 09:59 AM

Cory ’s comment is:

Love the mark, but really dislike the ads. Seems like they just substituted "Chuck Norris" for "The Beast." Which may have been intentional, but come on. Four year old internet memes?

On Nov.13.2009 at 10:03 AM

Brad’s comment is:

In the shield, aside from the mountain/snow/trees/sky, I saw the colors as being the 3 main slope styles. green circle, blue square, and black diamond as well.
And call me stupid, but I don't 'get it' as far as the script choice is concerned?

On Nov.13.2009 at 10:11 AM

Len’s comment is:

Great redesign, though I didn't see it mentioned about the color significance here. The blue, green, and black are all used on ski slope signs to signify the skill level of the trail (in this order, from easiest to most difficult). The black mountain in the shield also references the black diamond, which usually alerts skiers about the hardest trail.

On Nov.13.2009 at 10:13 AM

Jackaroo813’s comment is:

I think they did a really good job with this one. It's a great throwback and you could easily believe this has been their logo since the beginning. It definitely moves away from the corporate look of the old one, which for Killington is a good thing.

As a skiier, one of the first things that popped out to me was the green, blue and black that represent how the trails are marked. Green = easy, blue = intermediate and black = expert. It was smart they were able to tie that in.

On Nov.13.2009 at 10:18 AM

len’s comment is:

@Brad: Yes, you are correct. Green, blue, and black. Here's a Wiki guide: http://en.wikipedia.org/wiki/Alpine_skiing#Ski_trail_ratings

On Nov.13.2009 at 10:20 AM

NatalieB’s comment is:

Beautiful. I loved it before I even realized the meaning of the shapes within the shield. The contrast of the icon against the script is perfect.

On Nov.13.2009 at 10:25 AM

denny’s comment is:

this is really slick.
I like it.

On Nov.13.2009 at 10:25 AM

Rob’s comment is:

GREAT logo, the use of the colors from the beginners green, with the intermediate blue and black for the black diamond. Then the use of black twice (the crest and inside the crest) for double black diamond runs, not to mention the hidden K in the logo (green and blue) and the multiple peaks that show up in the logo, indicative of the multiple mountains that make up Killington. All in all a GREAT logo for what is one of the better ski resorts in the country. Makes me wanna go back real bad!!!

On Nov.13.2009 at 10:33 AM

grubedoo’s comment is:

Killer mark. Makes me want to strap on my board.

On Nov.13.2009 at 10:34 AM

PALE FACE’s comment is:

Smart, simple, clear.

This is why I love identity design.

On Nov.13.2009 at 10:37 AM

Matt2’s comment is:

Love the shield, not so sure about the script. What message is the script supposed to convey? It doesn't strike me as an Alps-invoking fraktur or a Coca-Cola-esque "we've been the same thing all along" if that was the point.

I would have kept the old Killington lettering above the shield -- has a sort of mean look. Make the K plain and give a more consistent treatment to the "illi" -- diagonals for the i's to match the l's or somesuch. Obviously you don't need the "Vermont", either; we know where it is.

On Nov.13.2009 at 10:45 AM

Mike Maddaloni - @thehotiron’s comment is:

As a native New Englander, the original Killington brand is very recognizable. Of all the ski areas in the northeast, the original K logo is probably the most well known. Where the crest is not a bad design, I would have done a transition from the old to the new and kept the original type face with the crest, as I think many people may simply miss the name and new brand as it doesn't have recognition from the previous one.

mp/m

On Nov.13.2009 at 10:48 AM

Thursdy’s comment is:

The mark is great, and it looks even better when it's scaled down , still retaining it's mountain form.

Like others, I think they could have pushed the type farther and not settled on this script.

On Nov.13.2009 at 10:48 AM

Deshler’s comment is:

Green, black, and blue are also the colors for difficulty ratings. The pointy mountain is obviously also the hardest--and also evokes the black diamond, which signifies the most challenging slopes. Lots of symbolism packed into this one.

On Nov.13.2009 at 10:57 AM

Nate B’s comment is:

I can dig it and I just did.

On Nov.13.2009 at 11:26 AM

Joey V’s comment is:

The ads are awesome! Completely different from their competition. Everybody else shows a picture of a skier in knee-deep powder or a snowboarder doing a 540 in the pipe. Just show snow? Of course! VERY refreshing.

On Nov.13.2009 at 11:33 AM

Trent Walton’s comment is:

One of those you can't really think of anything that could be done to make it any better... good work.

On Nov.13.2009 at 11:36 AM

eyeskull’s comment is:

shield yes, script no!
I'd like to also point out that the colors related to the difficulty of the trails, in case no one else has repeatedly done so already.

On Nov.13.2009 at 11:37 AM

adam’s comment is:

the script choice is a tad weak . . . i mean, i dig the script with the bold, modern shield treatment, just that particular typeface isnt quite there.

and i do love the chuck norris inspiration on the ad copy! (ie. "Chuck Norris does not get frostbite. Chuck Norris bites frost.")

On Nov.13.2009 at 11:56 AM

San Antonio Employment Lawyers’s comment is:

Pretty good, think that I prefer the old one, but I'm really not crazy about either of them to be perfectly honest.

On Nov.13.2009 at 12:06 PM

Eve’s comment is:

This is so lame. It is so typical american crap design. I am so shocked when
I read some of the comments. Are you guys serious?? A logo with a script font.
They did not even bother to do a custom logotype, and the shield - it looks
like it is taken from a cartoon. My god, my eyes. Arrggghhhhh

On Nov.13.2009 at 12:31 PM

Armin’s comment is:

> As a skiier, one of the first things that popped out to me was the green, blue and black that represent how the trails are marked. Green = easy, blue = intermediate and black = expert. It was smart they were able to tie that in.

This makes it even better. Thanks for the skiing insight all those that you ski and noticed this.

On Nov.13.2009 at 12:36 PM

Jem’s comment is:

So can anyone explain why they introduced a shield,
I don't see the relevance?

The 'K' mountain is great, the shield and script seem like ambiguous design nonsense to me.

On Nov.13.2009 at 12:57 PM

Cory Osborn’s comment is:

Killer. Totally killer.

On Nov.13.2009 at 01:32 PM

Lorain Smith’s comment is:

This is absolutely trash. You guys are so blind. It´s terrible and looks very amateur in my eyes. It´s lame and an insult to all the REAL designers out there.

On Nov.13.2009 at 01:39 PM

Swarm’s comment is:

Great stuff!
Wish we had clients that would let us develop to this level.
As others have commented:
Sheild=fantastic
Script=so-so , a more custom approach would have been better
I wouldn't be surprised to find out that the client rejected a better type treatment....

On Nov.13.2009 at 01:44 PM

Mary Shu’s comment is:

Why is the shield 'fantastic'?

If designers can not articulate why, then the business world will never take us seriously.

On Nov.13.2009 at 02:04 PM

Gary Pilapil’s comment is:

By far a great concept with a simple solution. I agree that the script font is a little too much. I would liked to have seen a script font with less dramatic impact from the mark itself. However, that is also the draw which makes this logo work so well; opposites playing off one another. Well done.

On Nov.13.2009 at 02:21 PM

Gage Mitchell’s comment is:

Nice.

This is one of the best re-designs I've seen in a long time. Excellent concept, great execution and just nice all around. The best part is, unlike a bunch of other re-designs we've seen lately, this is definitely better than the old version! Nice work Factory Design Labs!

Regards,
Gage Mitchell, AIGA

:: Branding & Design
:: GageMitchell.com

On Nov.13.2009 at 03:12 PM

Soda & Candy’s comment is:

I think the shield is horrible (although I like it better now that I know they're referencing the ski trail marker thing), but maybe it would be better with the typeface from the old logo?

On Nov.13.2009 at 03:58 PM

Peter P’s comment is:

I disagree Gage.
The concept is not excellent because the shield makes no sense at all, I don't get what Medieval Heraldry has to do with Ski Resorts. It's not a historic institution, but a location.

I see the mountain and snow, but honestly green trees and sky is a bit of a stretch.

The script is trying a little too hard to be different.

On Nov.13.2009 at 04:06 PM

Joseph Maguire’s comment is:

I give the designer's credit for taking such a unique playful direction with this. I do however just dislike the script not because it is a script but because it is a script that doesn't seem very unique. It looks like a wedding invitation typeface. And it really could have been more unique. The identity lock up is fine but the Heavy black shield outline... I dunno I mean the symbol is fun, but maybe it's the execution that seems less refined than I'd like. But it's a big improvement from the last mark.

On Nov.13.2009 at 05:07 PM

rynot’s comment is:

there's something very baxter of california about the script and ads, not in a bad way, just a similar look/feel

On Nov.13.2009 at 05:29 PM

Rob’s comment is:

@PeterP Is it really a shield? What's so medieval about something that looks like the tip of a ski? the amount of hidden info in this logo (a lot of which i commented earlier) makes this a very well thought out logo...

On Nov.13.2009 at 05:54 PM

Tiffany’s comment is:

The new shield strikes me as a cool old school thing to do for a ski resort. But, the type looks like a total afterthought.

On Nov.13.2009 at 06:23 PM

DDESIGN’s comment is:

Absolutely horrible and lame identity. Wedding invitation meets medieval.
I feel sick - better run to the toilet and throw-up. Crap crap crap....

On Nov.13.2009 at 06:43 PM

Kristin Liu’s comment is:

I gotta agree with the minority here. The accompanying script seems so weak in comparison to the icon. It's really too bad.

On Nov.13.2009 at 06:55 PM

Mark’s comment is:

It's a good solid logo evolution, I like it.

On Nov.13.2009 at 07:07 PM

Noah Read’s comment is:

I think the logo is great! I love seeing good clean design in winter sports. In fact I would love to see a survey of winter sports identities, would be appropriate with the Vancouver games coming. The posters are great too.

On Nov.13.2009 at 07:26 PM

Deshler’s comment is:

Someone really seems to hate this one--enough to assume multiple personalities to spread the hate!

On Nov.13.2009 at 10:36 PM

Ben Peck | Freelance Designer’s comment is:

I've always been a fan of Factory Labs since I heard of them. They just do an amazing job of creating a icon or brand that would just attracts a following. As most of you've said this is a great logo. The script treatment works. The thin think treatment creates a very good contrast. I'm interested to know if Factory did the ads too.

Well done. Great redesign. Nothing but progression.

On Nov.13.2009 at 10:55 PM

manichaeus’s comment is:

I don't see any reason not to use a regular script font as an accessory tipography for a trademark. Problem is that this shield is too macho – even some echoes of military insignias may be seen in it – to be complemented by such a flourished piece of lettering. But the biggest problem is that the two elements are mechanically aligned! At least an optical alignment would be needed, but probably a still bigger script topping would be necessary to harmonize... maybe.

On Nov.13.2009 at 11:30 PM

Charles Riccardi’s comment is:

I really like this a lot. I think that it is iconic, and the use of colour is fantastic. Very energetic, and elite. Thanks for the post David.

Charles

On Nov.14.2009 at 03:54 AM

Kudos’s comment is:

AAARRGGHHHHHH...... MY EYES

On Nov.14.2009 at 06:34 AM

MSGDS’s comment is:

Great redesign and what a huge improvement from the old logo! One of the best that I've seen in a long time. All shapes within the shield associate with skiing and the three colors reference the difficulty of the trails. For those who have not noticed the tip of the ski, shouldn't be making any comments. This is a well thought out design, with the exception of the font. It would have made it excellent with a customized typeface.

On Nov.14.2009 at 07:34 AM

Dan’s comment is:

This is trendy, it's going to look dated very soon.

On Nov.14.2009 at 10:07 AM

Jacob Rens’s comment is:

The logo is great, but the script typeface is totally mismacthed with the thickness of the lines in the logo.

On Nov.14.2009 at 11:08 AM

grfk dzgn’s comment is:

Symmetrically bland geometric shapes filed upon dead center of a bland symmetrical shield outline. Wowzy, all that is supposed to represent the dynamic experience of Killington?

Um ...I don't think so.

And then to top it all off, as if to compensate for all that bland symmetrical 'stuff', we see Killington in italic cursive. Please tell me this effort is just one more of those Design 101 projects.

On Nov.14.2009 at 01:21 PM

Joan Lacroix’s comment is:

It is really bad work here. I do not understand why you guys are in love with it. I guess it because most of the people here are americans. The above work is so so american in the way it has been executed. The ideas is great, but the execution is very amateur. The script font is so misplaced in the context - why add a wedding standard script font together with the symmetrically shield. I just don´t get it. I am starting to loose all respect for BrandNew.

On Nov.14.2009 at 01:27 PM

Nightfly’s comment is:

I love how most of the people criticizing the new logo see it as a shield with random abstract shapes in it, completely missing the color significance, the hidden K, the mountain top and the fact that the shield "happens" to also look like the tip of a ski.

This has to be one of the most carefully crafted marks I've seen in a while, really top notch job.

On Nov.14.2009 at 02:36 PM

DanR’s comment is:

Maybe the people who hate this logo clicked on the link to the Factory Design Labs website.

On Nov.14.2009 at 02:37 PM

kuratowa’s comment is:

What I am finding interesting in the comment section is the polarization by geographic region - it seems a majority of the negative comments concentrate on this work as being too "American" in style.

There are a wide variety of styles and schools of design in the world -
and there's room to play in each of those areas. Not every design needs to be on the bleeding edge to be solid work.

Regardless of if you think the new design is extremely compelling, it is miles above and beyond the earlier execution.

On Nov.14.2009 at 03:56 PM

parry’s comment is:

"kuratowa’s comment is:
What I am finding interesting in the comment section is the polarization by geographic region - it seems a majority of the negative comments concentrate on this work as being too "American" in style."

Actually truth is the Haters, don't like the logo because the UPS shield makes no sense. It's a tired trend from the late 90s (like Blackletter) that way past it's due date.

On Nov.14.2009 at 04:13 PM

Matt’s comment is:

Factory Design Labs are an Ad agency, not a design studio.

On Nov.14.2009 at 04:16 PM

dan’s comment is:

factory design labs' website is quite possibly one of the most annoying websites i've ever visited.

On Nov.15.2009 at 01:33 AM

Glenn Sakamoto’s comment is:

Love the shield mark. The script type looks a bit too generic...

On Nov.15.2009 at 01:35 AM

Ian Storm Taylor’s comment is:

Absolutely love it. The script is what makes me for me... I guess they could have found a less generic one, but its not necessary.

The mark is very solid and macho, and the script just says "we're so bad-ass we can use a fancy script typeface and still rock out". Cheeky.

Also, it works much better at small sizes that the previous logotype.

On Nov.15.2009 at 04:13 PM

Ana’s comment is:

I wonder if the script font would embroider all that well? I think one of the places you see a resort's logo most often is on employee jackets & vests & so forth. The only mountain with a script font, that I can find, is Alpine Meadows, and they only use that on signs; there's a plain serif on jackets. I can't help but think that maybe there's a reason for the lack of script fonts.

On Nov.15.2009 at 05:27 PM

Fabian’s comment is:

WHOA!..Nice.

On Nov.15.2009 at 06:00 PM

Dana’s comment is:

using script fonts in snowboarding & skateboarding media was quite common - at least going back to when i started picking up David Carson magazines back about 1995-ish. I see it as artificially adding a heritage twist to a youth culture - it's done on purpose and with a hint of irony. So the shield isn't a reference to medieval times, more of a nod to a subculture that mocks the old school and reappropriates the imagery. often it's done in a way that is a bit ugly and out of balance - as is the case here. But I can understand why a field, that wants to be seen as extreme, would want to borrow some of this style

i think the logo works a lot better with the typemark next to the logomark. the script would definitely look better if it was custom. but no doubt it's a massive improvement on the previous

On Nov.15.2009 at 08:02 PM

Neil’s comment is:

To me the shield recalls Ivy League school crests, which given skiing's heritage as an upper-class hobby and the resort's location in New England, is appropriate. It fits the snowboarder persona too, in the same way that punks in the 80's dressed like trashed prep school kids.

The script also seems to play into that, but it's a shame they didn't get custom calligraphy for some real style. That keeps the logo from being great. Still good, though.

On Nov.16.2009 at 01:56 AM

Moose’s comment is:

The shield shape is also a nod to the resorts of Europe, certainly France and Switzerland where the local crest will feature prominently around the resort, and i see the use of a script font enhancing that.

Also the fact that in the posters they have moved the position of the word 'Killington' suggests that the two elements can be used seperately.

On Nov.16.2009 at 05:03 AM

Fish’s comment is:

Script, meh... Shield, badass.

On Nov.16.2009 at 07:36 AM

BWJ’s comment is:

The icon is solid, I'm a big fan. But the script typeface looks a little forced. Overall I like the contrast it adds to the identity, I'm just not sold on the final type choice.

On Nov.16.2009 at 10:41 AM

dgallek’s comment is:

I hate the shield - it's generic filled with generic shapes that don't really add up to mountains, trees, sky or the letter K

just to note, I'm an american

On Nov.16.2009 at 12:14 PM

Bobby’s comment is:

I don't like it. Simply using the K and the mountain would've been brilliant--the rest is redundant. Too many elements. Also, perhaps because I'm a snowboarder, this feels like old school ski.

On Nov.16.2009 at 12:41 PM

Joan Smith’s comment is:

It is a lame update. Why the hell did they hire an ad agency to do the design and not real designers?? This is not design - I don´t know what it is. The script is horrible

On Nov.16.2009 at 12:48 PM

Christian Williams’s comment is:

As someone who grew up near the mountain perhaps I'm sentimental. But, I for one love it. The sky, trees, snow, mountain layering solution is brilliant. I also think some thought has been given to the flexibility/future usage of this logo. I'd venture to say that once the mark has been established with the consumers, they'll discontinue displaying the name above it.

On Nov.16.2009 at 04:27 PM

Tigo’s comment is:

This is the best ski mountain mark I've ever seen. And these ads are hilarious, a refreshing departure from typical ski print. You know the formula. Nice work Factory Design.

On Nov.16.2009 at 06:57 PM

Marnie’s comment is:

I couldn't love the mark more. I think the use of the ski trail colours, the K, the mountain, the tongue-in-cheek reference to heraldry, the tip o' the ski, all of it, is really quite brilliant.

I'm with the haters on the script, though. I see the design challenge, it's a loooong word and a narrow graphic, but this isn't a good solution. Side by side works better, but I agree the script is too generic, and to my mind, too weak, to stand up to the logo. I see the irony of script, but I think the execution here is weak.

Factory Design's web site, on the other hand, is simply odious.

On Nov.17.2009 at 09:11 AM

SonHouse’s comment is:

I dig the crest/shield and its associated symbolism. However, for me, the script face doesn't hold up well next to the bold simplicity of the graphic. I mind it much less in the horizontal treatment - but it still feels somehow unfinished.

On Nov.17.2009 at 11:00 AM

Mary Shu’s comment is:

SonHouse said: "I dig the crest/shield and its associated symbolism"

What associated symbolism? Please explain.

Not a fan, too many ideas (shield, K, mountain, sky, land, script). They should have stopped at the K mountain, the rest is just stocking filler.

On Nov.17.2009 at 11:30 AM

Dave Laskarzewski’s comment is:

In the not too distant future, I could see them losing the "Killington" type face altogether. A la Nike. The shield/logo itself will be enough to identify the brand.

On Nov.17.2009 at 01:19 PM

Frank White’s comment is:

Unfortunately there is not a conceptual link to the campaign FDL created for Killington and the new identity. The logo does not look like a beast, badass or even very male for the most part. It lacks balls, guts and testosterone.

The campaign is fairly lame as well, just repeating a one off line.

FDL really needs a very senior creative who understand that their is more than pretty or cool by adding the conceptual. Someone who can guide and grow the shop.

Better luck in the future.

On Nov.17.2009 at 01:29 PM

Frank White’s comment is:

Unfortunately there is not a conceptual link to the campaign FDL created for Killington and the new identity. The logo does not look like a beast, badass or even very masculine for the most part. It lacks balls, guts and testosterone.

The campaign is fairly lame as well, just repeating a one off line.

FDL really needs a very senior creative who understand that their is more than pretty or cool by adding the conceptual. Someone who can guide and grow the shop.

Better luck in the future.

On Nov.17.2009 at 01:30 PM

SonHouse’s comment is:

Mary Shu said: "What associated symbolism? Please explain."

Really what you've already picked up on - the mountain, snow, treeline, sky as well as the rotated 'K' and the color coding for the trail difficulty (as others have pointed out). That all works pretty well for me.

On Nov.17.2009 at 01:39 PM

Ken Carbone’s comment is:

Solid. Simple. Says all it needs to say. Makes a nice sleeve patch.

On Nov.17.2009 at 01:45 PM

Emory’s comment is:

All of the elements of the logo make me think of what old cigarette packaging with a contemporary twist might look like. I like it. As for what it represents, I think it's right on target as well.

On Nov.17.2009 at 02:49 PM

Huge’s comment is:

Hmmmm... I wish the shield was flipped to represent the tip of a ski/snowboard. Overall I like the mark.

On Nov.17.2009 at 05:13 PM

Mary Shu’s comment is:

Mary Shu said: "What associated symbolism? Please explain."

SonHouse’s comment is:
"Really what you've already picked up on - the mountain, snow, treeline, sky as well as the rotated 'K' and the color coding for the trail difficulty (as others have pointed out). That all works pretty well for me."

Ahh, apologies, I thought you we referring to the symbolism of the shield. I honestly don't understand the use of the shield motif, seems arbitrary to me.

Anyone?

On Nov.17.2009 at 05:31 PM

JD’s comment is:

I think the use of the shield was purely a formal choice, as it will look pretty sweet as a patch on a jacket. I love this logo.

On Nov.18.2009 at 03:24 AM

JD’s comment is:

But I have to say, the ads suck. The photography is great, but the copy is really trying to hard.

On Nov.18.2009 at 03:26 AM

obse.’s comment is:

I liked it even more before you made me see the K.
Still kicks ass.

On Nov.18.2009 at 08:05 AM

jamie’s comment is:

the shield has an old-school traveling through europe vibe, everyone used to collect them and sew them on their bags.
the border's a little horsey, but that always bugs me.
icon's nice, script is cool if a little out of scale with the shield, could use a lighter border, but i'm obsessive...

not what i expected from factory, much cooler and restrained than i thought it would be.

On Nov.18.2009 at 10:00 PM

Let down’s comment is:

Concept - less.

On Nov.19.2009 at 01:09 PM

Web Design Template’s comment is:

Nice blog ... great post designs are quite good

On Nov.21.2009 at 04:48 AM

Kevin’s comment is:

Make sure you all shop at KarmaLoop(.com) before you ski here. Definitely screams young urban street wear with the script font and the accompanying ad.

Totally agree there's something funky about the type, it's like you know what they were trying to do, but they didn't really do it.

Either way I do agree with choosing a script font for who they are talking to.

On Nov.23.2009 at 12:08 PM

monomatica’s comment is:

Love it! Makes me want to go skiing NOW.

On Nov.25.2009 at 05:39 PM

Nike shoes’s comment is:

I've been checking your blog for a while now, seems like everyday I learn something new :-) Thanks

On Dec.13.2009 at 03:45 AM

Nick’s comment is:

Disgusting. This is a failure. Why so many on here saying it's good? Because most are American that's why, they don't understand nor can they comprehend a good redesign. Shame.

The design is far too American, and fails on so many levels. Shame.

On Dec.13.2009 at 03:11 PM

nintendo dsi r4’s comment is:

The logo for Shielded Mountain is just too good. I like the color combinations and the

On Dec.15.2009 at 12:51 AM

Killington Employee/Rider’s comment is:

I work for Killington, and I am a graphic design student. I can't say that I like the redesign, and neither do many Killington employee's and riders.

The shield, or what we call the Killington "coat of arms" is rather cheesy, as is the upside down K. Killington is all about the K and that is now ruined by an upside down K that is hard to see unless you tilt your head. I do not understand why there was a need to mix the colors together where they meet. It just gives it a nasty odd color that does not go with anything. Maybe overlapping the green over the blue would have been a better choice.

I do think it was wise to use the blue, green, and black in the redesign. I also like the font that was chosen, just not the shield. Maybe a bit more research and background on Killington may have helped realize that it just doesn't fit with "THE BEAST".

On Dec.19.2009 at 03:19 PM

Rene Verkaart’s comment is:

I like this logo a lot. The colour palette is very nice and it fits for a skiing brand. I like that the triangles visualise the mountian. Ok, the shield is a bit overused, but it still works here.
Well done!

On Jan.16.2010 at 06:46 AM