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Thread: New AMC Logo....a good or bad?

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    Senior Member skiguy's Avatar
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    New AMC Logo....a good or bad?

    While on another board this weekend someone was asking questions about camping rules in The White Mountains. In an effort to help out I posted a link to the AMC’s web page. I had to do a double take to be sure I was on the right page. My initial thought was this is certainly a different looking logo. Not sure if this was a good or bad move on their part. None the less why mess with it? What do others think the motivations were to make such a drastic change. Was there AMC Membership input before hand?
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    Quote Originally Posted by skiguy View Post
    While on another board this weekend someone was asking questions about camping rules in The White Mountains. In an effort to help out I posted a link to the AMC’s web page. I had to do a double take to be sure I was on the right page. My initial thought was this is certainly a different looking logo. Not sure if this was a good or bad move on their part. None the less why mess with it? What do others think the motivations were to make such a drastic change. Was there AMC Membership input before hand?
    https://www.outdoors.org/brandnew

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    Senior Member sierra's Avatar
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    It looks like a transgender person. Maybe the AMC realizes that their base of white, upper middle class, Boston types, wont sustain the future and they need to broaden their horizons.

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    Quote Originally Posted by sierra View Post
    It looks like a transgender person. Maybe the AMC realizes that their base of white, upper middle class, Boston types, wont sustain the future and they need to broaden their horizons.
    What makes it trans?

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    Senior Member richard's Avatar
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    I don’t like it. It’s hard to find the “ AMC”, unless you’re looking for it.

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    Senior Member ChrisB's Avatar
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    Quote Originally Posted by skiguy View Post
    While on another board this weekend someone was asking questions about camping rules in The White Mountains. In an effort to help out I posted a link to the AMC’s web page. I had to do a double take to be sure I was on the right page. My initial thought was this is certainly a different looking logo. Not sure if this was a good or bad move on their part. None the less why mess with it? What do others think the motivations were to make such a drastic change. Was there AMC Membership input before hand?
    Not good.

    I get the bit about integrating the letters A-M-C into the logo. And it does create a a cute (generic looking) humanoid graphic (similar to the handicapped person). But what's lost is any sense of an outdoor organization. Trees, peaks, rivers. All gone? It's a shift from "what" to "who" and seems a bit narcissistic.

    The video explains the shift of focus is now on welcoming all types of folks as members. Which is a great message and commendable goal in our current era. What's lost in this logo is any sense of the common thread that binds together members of the organization, i.e. the outdoors.

    The AMC is not alone in examining its lack of diversity. Another Boston icon, The Unitarian Universalist church, is doing similar soul searching and wondering what it can do to attract a more diverse population of members.

    I commend these initiatives but think this logo misses the mark.
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    Senior Member sierra's Avatar
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    Quote Originally Posted by JoshandBaron View Post
    What makes it trans?
    You usually have a bone to pick with my post, but I'll answer anyway. When I first saw the logo, it struck me as a man in a mini skirt.

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    Senior Member ChrisB's Avatar
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    In the diversity initiative I hope the Club considers economic diversity as well as all the other diversities.

    It is expensive to play in their sandbox if you actually try to use the facilities. There are motels in Twin Mountain cheaper than the Highland Center.

    This is a long running issue they have not addressed in front- or back country.
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  9. #9
    Senior Member iAmKrzys's Avatar
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    It looks kind of cute, but it reminds me of hammer and sickle on the Soviet Union flag.

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    Senior Member TCD's Avatar
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    I'm not an AMC member, being mostly an Adirondacker.

    But this strikes me as pathetic pandering, desperately trying to catch up with an identity politics train that left the station a long time ago, and it going nowhere good.

    How about paying attention to what people do, like maintaining trails, hiking, littering, etc., rather than what identity group they are a member of. Pathetic. Glad it's not my membership dollars being wasted on this.

  11. #11
    Member Rhody Seth's Avatar
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    It’s pretty hideous but nobody like new logos when companies reveal them. 15 years from now when AMC comes out with a new one we’ll all complain about about how it isn’t as good as StickPerson.

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    Quote Originally Posted by sierra View Post
    You usually have a bone to pick with my post, but I'll answer anyway. When I first saw the logo, it struck me as a man in a mini skirt.
    I don't necessarily disagree, especially in the context it is presented.

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    Senior Member TJsName's Avatar
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    Quote Originally Posted by TCD View Post
    I'm not an AMC member, being mostly an Adirondacker.

    But this strikes me as pathetic pandering, desperately trying to catch up with an identity politics train that left the station a long time ago, and it going nowhere good.

    How about paying attention to what people do, like maintaining trails, hiking, littering, etc., rather than what identity group they are a member of. Pathetic. Glad it's not my membership dollars being wasted on this.
    I wonder what your friends of color think about it. Diversity and inclusion and equity are actually pretty positive and meaningful things for historically marginalized groups. I know when I hike I see almost exclusively white people, and that isn't a coincidence.
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    Senior Member jrbren's Avatar
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    What was the old logo ? Was it a trail heading towards a couple of peaks and a pine tree on the left ? https://en.wikipedia.org/wiki/Appala...C-Logomark.svg What does the new versus old have to do with inclusion ? I like the old logo, not sure I see a need to change. Does this mean we need to buy all new water bottles and other AMC gear ? The new logo is more of a psychology experiment. I see a tent in the foreground with two peaks behind it and the moon above them in the center top. I guess I can also see the transgender stick person if I look for it too. I also like this logo better than the new one -->
    http://3.bp.blogspot.com/_KnySvcKJps...+with+text.jpg

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    Senior Member Stan's Avatar
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    Another project by committee with the result that it stands for everything and nothing at the same time.

    I don't see how anyone can be marginalized in the outdoors, though. Take away unnecessary technical gear, especially the electronics, and its one of the least expensive and most accessible recreational pursuits available.

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