New treatment set for Killington logo
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Vyto Starinskas / Rutland Herald The new signs are up at the entrance of the Killington Ski Area on the Killington Road on Tuesday. |
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By Bruce Edwards STAFF WRITER - Published: November 5, 2009
For Killington Resort, it was time for a change.
What's changing for the ski area is its logo – the familiar K with the slash through it. The old, bold logo is gone, replaced with a shield, or coat of arms, that surrounds black, green and blue shapes on a white background. To the right of the logo is the word "Killington" written in script.
Killington spokesman Tom Horrocks said it was time to move ahead with something new.
"The K was something that had been around since Day 1 and had gone through a couple of refinements over the years," Horrocks said.
During the next three years, the new logo will appear throughout the resort and in its marketing materials.
Designed by Factory Design Labs of Denver, directional and welcome signs with the new logo are already visible on Killington Road leading to the resort and on the resort's Web site. In time, the logo will be branded on employee name tags and uniforms, lodging, trail maps, guest guides, vacation planners and digital signage.
Horrocks said the logo gives the resort a fresh, clean look going forward as it works to break ground on a ski village.
The black triangle at the base of the logo represents the mountains, above that, a green chevron and sky blue bar on top, in the shape of an inverted K, signifies the environment.
While the logo may conjure up a softer image, the resort has dusted off its best known marketing slogan that is anything but soft. Click on the Killington Web site (www.killington.com) and "The Beast of the East" is making a comeback.
"The Beast has been schooling people for over 40 years," is how the resort is re-launching the marketing slogan.
Horrocks traced the slogan's origin to a reporter who came up with the phrase while covering the Killington Stage Race in the 1980s. He said the slogan was picked up ski writers and later by the resort and used in its marketing campaigns.
He said "The Beast" is many things to many people from the mountainous and challenging terrain at the largest ski resort in the East to the nightlife that dots the access road.
bruce.edwards@rutlandherald.com
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