New Killington Brand Identity: Leaves it all on the Mountain

New Killington Brand Identity Leaves it all on the Mountain
A steep blue slash races downhill like a fall line through Killington Vermont's (American Skiing Company, ASC) stylish new logo visually reinforcing the resort's tagline, "Leave it all on the mountain." Killington's new identity is a creation of New York City-based branding consultancy firm Sterling Brands.

With the Killington (American Skiing Company, ASC) brand facing increasing competition from within and outside the region, the longtime east coast ski resort leader commissioned Sterling Brands to update its brand essence to be more relevant to today's skiers.

"We were asked to rebrand Killington, to redefine its overall positioning and personality, which is all about 'leaving it all on the mountain,' in other words ski hard, play hard, party hard, and to develop a new identity that could translate to all brand communications; from on-mountain signage, tickets, apparel, banners, website, advertising, collateral, everything" said Sterling Brands' creative director Marcus Hewitt.

"To re-energize the Killington identity and give it more edge, we replaced the former logo, a bold K and skinny 'Killington,' with an iconic symbol with the visual potency to re-brand the entire resort."

Since Killington is widely renowned for its fast, challenging runs, the new logo is built on a steep blue streak that narrows as it races