The popular international ski resort Squaw Valley Alpine Meadows has undergone some changes and changed its name. Now, under Palisades Tahoe’s name, it will encompass two legendary resort areas: the Olympic and Alpine Meadows. The need to change the name arose for several reasons. This merger necessitated the creation of a new identity, one that reflected the resort’s legendary history and told the story of the pioneers of freeskiing and participants in the Olympic Winter Games. This required the use of cultural symbols that have accumulated over 70 years of alpine skiing. The new knowledge became a testament to the area’s topography, characterized by its sheer granite cliffs, gorges, and peaks. Alpine meadows are a place that has captivated more than one generation of hikers, skiers, snowboarders, and nature lovers with their unique beauty. It will now be embedded in the visual identity of the combined brand. A significant factor in the name change was the growing trend towards respect for indigenous peoples. It was decided to remove the name of their women, which was considered humiliating for the Indian minorities, “squaw”, which was included in the old name of the resort. The rebranding began in 2020. But its scale will require several more for full implementation.
The new emblem is presented in the form of a round sign with the text of the new name placed to its right. The sign features a circle with a white eagle’s head placed within, a tribute to the sacred Indian symbol of connection with the heavens. Thus, a demonstration of respect for the origins and symbols of the beliefs of indigenous peoples was carried out. The use of Washu in the logo was coordinated with the representatives of the Indians inhabiting these lands. In its lower part, two peaks are depicted in black, symbolizing the mountains that comprise the Palisades Tahoe. A bold combination of white, black, and bright colors, close in shade to the international signal or cinnabar color, was used to accentuate attention.
The name is made with the original execution of the lowercase letter “A,” whose right leg has a slope, symbolizing the descent from the mountain. Both words of the name are located one under the other. They are made according to the height of the sign, in the same bright performance as the shade of the background of the sign and the eagle’s eye.
This implementation of the emblem demonstrates the strong connection between the past, present, and future of the territory, which has become the recognized resort, now known as Palisades Tahoe, and the site of winter mountain sports competitions.