The official press release says this: “Treble Cone, New Zealand’s premier Ski Field, Wanaka, New Zealand today announced the evolution of the brand symbolized by the introduction of a new logo and visual identity that signifies its growth and authentic kiwi ski field origins.”
What it means is, they went from this:
To this:
Which, from what I can gather comes in two versions.
One
Two
“The launch of our new brand represents a new era at Treble Cone that speaks to who we are as a company and is a direct reflection of the value we will deliver to our guests – dynamic, multi-dimensional, modern and bold,” said Jackie van der Voort, CEO in the release.
“We are proud that this logo reflects the evolution of our brand and illustrates how far we have come in our 50-year history.”
So, what does this logo actually mean, apart from an opportunity to utilize contemporary font? And where has their website gone? Replaced by a three page selling platform for season passes only with no mention of the amazing ski school products, the terrain that we all love and adore, photos of those chutes, images of that jaw dropping view. Just show me the money.
Those in the logo know maintain that the logo represents three pillars of tradition, freedom and snow. Sounds American to me, which does reflect the logo itself, wouldn’t be out of place as a folded napkin at a Thanksgiving party as my friend said at first glance.
Perhaps they are setting their sites on an American take over? The old brand was getting tired and mimicked the red of Cardrona down the road, which personally I thought bode well for the incessant rumours of Cardrona buying Soho Basin cat skiing terrain on the proviso that they also purchase the owner of Soho Basin’s fifty percent share in Treble Cone.
It’s certainly a fresh logo and a vast change from the old branding, which will always jar people until they get used to it. Good on them, I say, a fresh direction…
Though the direction is really anyone’s guess. But I am guessing there is more to this ‘new branding’ than meets the tradition, freedom and snow eye with bigger announcements to come. Watch this space.
