City of Aspen

An update to the City of Aspen’s logo was inspired from Aspen’s rich art and design history.

Herbert Bayer and the International Design Conference in Aspen were fixtures in the modern design era and both called Aspen their home. This cultural significance played and important of part of the brand update for the City of Aspen. The city had articulated the importance of representing the community, environment in a clean and simple mark. The outline of the leaf provides the background of an abstracted aspen forest, symbolizing the community coming together as one. A simple approachable was designed to make the brand easily manageable with the resources of a small town government.