By MICHELLE COOK
In April 1997 Park City Ski Area will change its name and logo to Park City Mountain Resort.
The new name and logo are designed to redefine the ski area as a year-round mountain resort and prepare it for the 2002 Olympic Winter Games.
“The term ‘ski area’ is no longer definitive of what we are,” said John Cumming, president of Powder Corp., the holding company for Park City Ski Area.
“Park City has emerged as a year-round mountain vacation destination with tremendous diversity in recreational opportunities and amenities,” Cumming said.
Cumming explained that adjusting Park City Ski Area’s name and identification to encompass the wide variety of services offered is part of the resort’s positioning strategy.
In addition to skiing and snowboarding, Park City offers activities such as the Alpine Slide, miniature golf, horseback riding, mountain biking and hiking trails, said Stacey Zerrenner, communications assistant for the Park City Ski Area.
The readability of Park City’s logo was also a factor, especially in light up the upcoming 2002 Olympic Winter Games.
Robbie Beck-McHugh, Park City Ski Area marketing director, said the more contemporary image of the new logo will be taken through the Olympic Winter Games and into the 21st century. The logo will be used on sportswear embroidery, racing bibs and banners.
The new logo, which replaces the script logo used since 1975, is easier to read.
“The enhanced visual impact and legibility of the Park City Mountain Resort logo will facilitate more distinct exposure for our resort,” McHugh said.
Nancy Porter, a designer at R & R Advertising of Salt Lake City, worked with Cumming to create the logo.
Porter said the logo was designed to depict motion and movement without representing any particular activity.
“There are so many winter and summer sports they hope to take advantage of up there,” Porter said.
On the new logo, the words “Park City” are red with a black outline. The words “mountain resort” and the swish are black. The logo is sometimes used as black-only.