A stylized “V” logo is on display all across the ski town of Vail, Colorado. This trademarked icon is utilized in countless ways as part of numerous structures and stores, becoming a means of identity for the entire community as well as a powerful source of revenue for stakeholders. This traction underscores the opportunities that such powerful icons can enable for everyone.
Products, Structures and More
The stylized V was created by an original investor in the company that is now Vail Resorts. It was licensed to companies in the 1970’s for practically nothing, enabling a strong sense of connection with the people and culture of the era. Those early advocates built the brand of the community and city using this logo, which now appears on everything from bike racks to buildings to sewer covers across the city.
Those early efforts cultivated a strong sense of identity that visitors can further engage with when they visit stores and shops across the city. Retailers who use the Vail logo on T-shirts, mugs and other products pay 10 percent of the wholesale cost of the items. Their options when it comes to items for sale are practically endless, with multiple stores featuring unique products.
These distinct economic and cultural opportunities have been enabled on account of an effort to connect the community through a brand and icon that resonates with audiences from the community and beyond. Such powerful imagery can impact how residents and visitors view and engage with an entire region.
Identity and Revenue
Numerous cities across the world have used logos and icons in a similar manner but few have been able to cultivate a sense of identity like the stylized V in the Vail logo. Doing so has opened up countless opportunities related to identity and revenue, helping to ensure that the community and Vail Resorts stakeholders have something to connect with for audiences across the eras.
