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 fictional 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 ultimately landed on this design, using an iconic symbol: crossed skis, placed side by side, which create a subtle “M”—a thoughtful way to reference both skiing and the brand name. The mark is also strong enough to be reproduced at a large scale, making it versatile across applications.