Ski Classics is with excitement introducing its brand-new brand identity. The logo transcends the usual static design and brings a unique style with simplicity and a sense of motion. “We wish to inspire people to feel the desire to move, to want to ski. And that’s what Ski Classics wants to achieve with the new logo,” says David Nilsson, Ski Classics CEO.
Ski Classics has a lengthy history in long-distance skiing, and Season XIV is just around the corner. Now, a new logo is presented with a renovated design representing and transmitting the Ski Classics DNA.
The initial idea of Ski Classics was to create a long-distance skiing championship. Over the years, the concept developed, and the idea of becoming a Movement rather than just a Tour became definite.
“The idea of Ski Classics a long time ago was to create a championship of long-distance skiing, a series of races and events, and the best in that series would be the winner. Some years ago, we felt we were close to achieving that goal. So the next vision became to be more of a movement for all, rather than just a tour for the Pro athletes. We want to help to increase the general interest in long-distance skiing,” says David Nilsson.
The concept of the new logo is to manifest the movement so that everyone can be a part of it.
Nilsson continues about the design and idea of movement behind the new logo:
“When you see the new logo, you may feel that the whole logo is moving because you have the typography and the skier quite movable in the design. And with that, we want to engage the people in Ski Classics, for recreational and elite skiers, so it’s all for them to be part of the same movement. That’s the movement focus that we have on the logo. So, when I look at the logo, it feels like I want to go out and ski, I want to move, I want to go somewhere because it feels like the whole logo is moving.”
The blue color is a synonym for Ski Classics.
“Ski Classics we think of as blue, so we feel our blue is Ski Classics. And the blue shows a lot, works well, and feels like a natural color. And it works very well in the white landscape that we are in. That’s a good contrast with blue and white, so our blue is our Ski Classics color. So, when we see the color, it means it’s Ski Classics; whether it’s the Pro Tour or Challengers, you can always feel like you don’t need to see the logo. If you see the blue, it’s related to Ski Classics.”
With its colors, lines, and design, the new logo connects people to winter sport and the Ski Classics message, bringing its DNA to a new dimension.
“I think the Ski Classics blue color feels part of our DNA now. It feels like the color is what we are, so that we will probably never change. Maybe just an upgrade, to be more in time on what we want to be, part of the recreational and elite skiers,” punctuates Nilsson.
With different setups, the new logo can be used in distinct areas, for example, the Pro Tour, Challengers, and other projects.
“The branding identity is created to be able to have different setups, different families of the logo so that we can have one for Pro Tour, one for Challengers, and depending where the logo will be used on if it’s on products, textile, TV graphics. Different graphics versions depending on what format we want to show.”
A new design always brings challenges, and creating new art that brings all the essential Ski Classics elements can be demanding. The new logo carries the idea of renovating the image, being original, and creating value for the business.
“Always when you do changes it feels scary and like it’s a big step. We have tested the new logo with some Pro Team athletes and event representatives and got their thoughts about it. And with that feedback, we have updated until the final version. I think it is a logo that grows. The first time you see it, you think it’s different from before, but the more you see it, the more you like it, and I hope everyone will think the same.”
Author: Leandro Lutz