Objective:

Create a logo for a high quality ski brand / fashion for winter essentials. This brand includes all skiwear and winterwear including jackets, sweatpants, sweatshirts, long sleeves, socks, shoes, gloves, hats, etc. This brand will be sold in retail stores, and on site at ski resorts.

Target Audience:

A trend-conscious audience who values style, performance, and an active lifestyle, while also wanting to make a statement on the mountain. This brand would appeal to younger, fashion-forward individuals who are into skiing or snowboarding, but also have a keen eye for streetwear, urban fashion, and outdoor adventure. Includes skiiers and snowboarders of all levels and age groups.

Process:

I began by developing the concept for a premium ski brand, which I named 'Montblanche'—a reference to the French term for 'white mountain.' Drawing from this name and the brand's high-end positioning, I created initial logo sketches to capture the essence of the identity. I had several options, one being an ‘M’ made of mountains, the other a more cursive font, geared towards being a luxury ski brand. I landed on this one as I feel the skis are an interesting play on the letter M, and with the thought that this logo could be reproduced on a large scale.