Ski Utah, Salt Lake City, Utah
The Greatest Snow on Earth
Home to the lightest snow on the planet and 13 world-class ski resorts, the state of Utah is home to some of the best skiing and snowboarding in the U.S. Ski Utah, the entity tasked with promoting this land-of-plenty, was in search of a fresh look to use in marketing the State’s treasured assets. Infinite Scale was asked to create a new ID to go with the brand. The “Fat Flake” concept was developed to promote the State’s motto, “The Greatest Snow on Earth” with both the iconic shape of the logo itself and the negative space within depicting a mountain. Along with the new logo, a new brand platform, typography, color, pattern, and image usage standards allowed Ski Utah to promote itself and Utah’s resorts and to position itself within the larger ski industry as a cutting-edge leader.
Building a stronger and cleaner brand presence helped Ski Utah add additional revenue streams through a revitalized merchandise system while bringing the brand to a modern era.