Colorado Mountain Club / Logo

After more than 100 years of providing outdoor adventure in a social atmosphere, the Colorado Mountain Club contacted Bianca e Nero to bring a stronger focus to their mission, direction and logo. From research conducted among members and nonmembers, we recommended they adopt a position that embraced the entirety of their offerings (recreation, education and preservation). The position we proposed was “For the Love of the Mountains.” The logo was a bold expression for the new thinking taking place within the club. We chose a dual-peak image to create a subtle M and reinforce the position in a very nonintrusive way.