{"id":9470,"date":"2021-04-15T08:34:40","date_gmt":"2021-04-15T08:34:40","guid":{"rendered":"https:\/\/designbro.com\/blog\/?p=9470"},"modified":"2021-04-26T15:49:38","modified_gmt":"2021-04-26T15:49:38","slug":"schweitzer-new-logo-faces-criticism","status":"publish","type":"post","link":"https:\/\/designbro.com\/blog\/news\/schweitzer-new-logo-faces-criticism\/","title":{"rendered":"Schweitzer Faces Criticism After Revealing New Logo"},"content":{"rendered":"\n

\u201cChange is hard to accept, but it is also an inevitable part of life,\u201d said CEO and President Tom Chasse<\/p><\/blockquote><\/figure>\n\n\n\n

Formerly known as the Schweitzer Mountain Resort, Schweitzer unveiled a new logo and a simplified name last week. The North Idaho ski resort said, \u201cGoing forward, we\u2019re keeping it simple and shifting from \u2018Schweitzer Mountain Resort\u2019 to the much friendlier \u2018Schweitzer\u2019.\u201d<\/p>\n\n\n\n

\"\"
Image Credit<\/em>: https:\/\/www.underconsideration.com\/brandnew\/archives\/new_logo_for_schweitzer.php<\/a><\/figcaption><\/figure>\n\n\n\n

The resort wrote, \u201cWhen we examined our logo, which is intended to visually communicate Schweitzer\u2019s unique identity, we realized it wasn\u2019t adequately reflecting who we are today, nor symbolizing the future we aspire to create.\u201d<\/p>\n\n\n\n

\"\"
Source<\/em>: https:\/\/twitter.com\/SchweitzerID\/status\/1380537713770721288<\/a><\/figcaption><\/figure><\/div>\n\n\n\n

The emblem includes an \u201cS\u201d that is made up of three symmetrical strokes. The strokes are aligned on a 45 degree angle which recalls the original 1963 blackletter crossbar logo. The emblem symbolizes Schweitzer\u2019s summit, Lake Pend Oreille and the flowing terrain. The green \u2018S\u2019 in the new logo, according to the resort, reflects their shift \u201cfrom a primarily winter destination to a winter and summer destination.\u201d<\/p>\n\n\n\n

Along with the new logo, Schweitzer also launched a new wordmark which complements the new logo\u2019s 45-degree angle. The resort has also unveiled two secondary colors: Yellow and orange. While the primary color, green, portrays the resort\u2019s connection to the natural environment, the secondary colors, yellow and orange, convey the resort’s connection to various outdoor activities and clothing.<\/p>\n\n\n\n

\u201cThese colors match the spirit of our Schweitzer family \u2013 alive, vibrant and radiant,\u201d the resort wrote.<\/p>\n\n\n\n

The Schweitzer\u2019s new logo made its Facebook debut on April 7 and has not been well received by everyone. \u201cThis is a very bad representation for such a historically prestigious North Idaho Ski Resort. These colors are drab and say absolutely NOTHING about winter or skiing, the design is anything but original,\u201d wrote one Facebook user(https:\/\/www.facebook.com\/Ski.Schweitzer<\/a>).<\/p>\n\n\n\n

Some social media users even noted the logo\u2019s similarity to the Seattle Kraken Ice Hockey emblem. Critics also commented about raised ticket prices and strict mask policy due to Covid-19.<\/p>\n\n\n\n

The resort received more than 1,500 comments which prompted CEO and President Tom Chasse to respond publicly, he wrote, \u201cChange is hard to accept, but it is also an inevitable part of life. Every decision Schweitzer makes \u2013 a new lift location, glading cut, hotel built and obviously a new logo \u2013 generates a ton of opinions, feedback and ways we could have done it better.\u201d<\/p>\n\n\n\n

\u201cWe launched a logo that we feel connects even closer to our original founders\u2019 vision and we did something most ski areas haven\u2019t \u2013 kicking the snowflake to the curb.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cChange is hard to accept, but it is also an inevitable part of life,\u201d said CEO and President Tom Chasse Formerly known as the Schweitzer Mountain Resort, Schweitzer unveiled a…<\/p>\n","protected":false},"author":2,"featured_media":9474,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[25],"tags":[],"class_list":["post-9470","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"uagb_featured_image_src":{"full":["https:\/\/designbro.com\/blog\/wp-content\/uploads\/schweitzer-new-logo.jpg",1920,1000,false],"thumbnail":["https:\/\/designbro.com\/blog\/wp-content\/uploads\/schweitzer-new-logo-150x150.jpg",150,150,true],"medium":["https:\/\/designbro.com\/blog\/wp-content\/uploads\/schweitzer-new-logo-300x156.jpg",300,156,true],"medium_large":["https:\/\/designbro.com\/blog\/wp-content\/uploads\/schweitzer-new-logo-768x400.jpg",768,400,true],"large":["https:\/\/designbro.com\/blog\/wp-content\/uploads\/schweitzer-new-logo-1024x533.jpg",1024,533,true],"1536x1536":["https:\/\/designbro.com\/blog\/wp-content\/uploads\/schweitzer-new-logo-1536x800.jpg",1536,800,true],"2048x2048":["https:\/\/designbro.com\/blog\/wp-content\/uploads\/schweitzer-new-logo.jpg",1920,1000,false],"penci-single-full":["https:\/\/designbro.com\/blog\/wp-content\/uploads\/schweitzer-new-logo.jpg",1920,1000,false],"penci-slider-full-thumb":["https:\/\/designbro.com\/blog\/wp-content\/uploads\/schweitzer-new-logo-1920x800.jpg",1920,800,true],"penci-full-thumb":["https:\/\/designbro.com\/blog\/wp-content\/uploads\/schweitzer-new-logo-1170x609.jpg",1170,609,true],"penci-slider-thumb":["https:\/\/designbro.com\/blog\/wp-content\/uploads\/schweitzer-new-logo-1170x663.jpg",1170,663,true],"penci-magazine-slider":["https:\/\/designbro.com\/blog\/wp-content\/uploads\/schweitzer-new-logo-780x516.jpg",780,516,true],"penci-thumb":["https:\/\/designbro.com\/blog\/wp-content\/uploads\/schweitzer-new-logo-585x390.jpg",585,390,true],"penci-masonry-thumb":["https:\/\/designbro.com\/blog\/wp-content\/uploads\/schweitzer-new-logo-585x305.jpg",585,305,true],"penci-thumb-square":["https:\/\/designbro.com\/blog\/wp-content\/uploads\/schweitzer-new-logo-585x585.jpg",585,585,true],"penci-thumb-vertical":["https:\/\/designbro.com\/blog\/wp-content\/uploads\/schweitzer-new-logo-480x650.jpg",480,650,true],"penci-thumb-small":["https:\/\/designbro.com\/blog\/wp-content\/uploads\/schweitzer-new-logo-263x175.jpg",263,175,true]},"uagb_author_info":{"display_name":"Christiaan","author_link":"https:\/\/designbro.com\/blog\/author\/chris\/"},"uagb_comment_info":0,"uagb_excerpt":"\u201cChange is hard to accept, but it is also an inevitable part of life,\u201d said CEO and President Tom Chasse Formerly known as the Schweitzer Mountain Resort, Schweitzer unveiled a…","_links":{"self":[{"href":"https:\/\/designbro.com\/blog\/wp-json\/wp\/v2\/posts\/9470","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/designbro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/designbro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/designbro.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/designbro.com\/blog\/wp-json\/wp\/v2\/comments?post=9470"}],"version-history":[{"count":0,"href":"https:\/\/designbro.com\/blog\/wp-json\/wp\/v2\/posts\/9470\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/designbro.com\/blog\/wp-json\/wp\/v2\/media\/9474"}],"wp:attachment":[{"href":"https:\/\/designbro.com\/blog\/wp-json\/wp\/v2\/media?parent=9470"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/designbro.com\/blog\/wp-json\/wp\/v2\/categories?post=9470"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/designbro.com\/blog\/wp-json\/wp\/v2\/tags?post=9470"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}