Mitchell is an outdoor enthusiast and backcountry user herself, so she had a good understanding of the Center’s mission to keep people and property safe by increasing awareness and education.
The modernized plan was released in tandem with the organization’s new multi-tenant website, which will also house forecasts from and share costs with the Northwest Avalanche Center, Sawtooth Avalanche Center, and the National Avalanche Center.
The new identity is much simpler than the previous one. The new logo combines a straightforward rendering of a snowflake—the focus of all of the Centers’ work—with radiating lines that can represent the spread of information or even an avalanche. The use of all-caps, sans serif type projects the urgency and gravity of the organization’s mission.
