
After a two-year effort to rebrand itself, the city of Aspen just unveiled a new logo, designed at a cost of $51,000, reports the AspenTimes.
The roots of the project began in 2013 after Steve Skadron, who has a professional marketing background, was elected mayor. He noticed the city did not have a unified graphic look and no written guidelines for use of its visual materials.
โItโs important that both our residents and visitors know that those are government services that their tax dollars are supporting,โ said assistant city manager Sara Ott in a statement. โHaving a consistent identity through our logo and branding helps people recognize the value theyโre receiving for their tax dollars here in our community.โ
The logo is an Aspen leaf with lines that depict a forest. A statement explained that as an aspen grove represents the community, the roots are one system but each individual tree represents its own unique strength and personality.
โWe wanted to incorporate a grove in the graphic to represent the interconnected community that Aspen is,โ said Katie Viola, designer, and partner of Kissane Viola, in a statement. โOne department in the city canโt work without another; itโs the same as a community.โ
Two years in the making. $51k. What do you reckon?