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

vftt.org

Help Support vftt.org:

This site may earn a commission from merchant affiliate links, including eBay, Amazon, and others.
Now this is a rebranding challenge....

I disagree. Liking or not liking is a matter of getting the hook in the mouth. The Logo is at the doorstep of initial appeal. If the door is unappealing why go any further into to the depths of their marketing campaign? The Logo if done well should do a lot of the heavy lifting. It should make one want to explore into their web page to begin with let alone ante up for membership or services. I do not think the Logo supports it's communication goals. The "AMC" part of the logo isn't even clear. Of course this is coming from someone whom dislikes the Logo.

In the spirit of a little thread drift...

You think the AMC has some rebranding challenges? That's nothing.

Harley Davidson, that icon of American macho, just released a $30,000 ELECTRIC (noiseless) motorcycle they have dubbed the "Livewire!"

Now that's a marketer's nightmare.
 
Last edited:
I don't think that people are marginalized in the outdoors - I think there is a large population of people that don't have access to it to begin with. It's inexpensive and accessible to people who already enjoy a certain amount of prosperity and freedom.

BINGO!

It's not just about the economics of hiking itself. It can simply be a matter of not being exposed to the woods and mountains, and not having mentors and role models who share the woods and mountains with you.
 
BINGO!

It's not just about the economics of hiking itself. It can simply be a matter of not being exposed to the woods and mountains, and not having mentors and role models who share the woods and mountains with you.

So then does that mean that the new AMC Logo is now saying "I am stickman with miniskirt. Come follow me"?
 
Last edited:
BINGO!

It's not just about the economics of hiking itself. It can simply be a matter of not being exposed to the woods and mountains, and not having mentors and role models who share the woods and mountains with you.

Yup, I did not really get into hiking until I moved to Vermont after college, and the trails were so accessible. I grew up in SE Michigan where there just is not whole lot in the way of hiking opportunities and public land. There are some nice metro parks, but nothing on the scale of the GMNF, WMNF & Adirondack park. Of course I also had better transportation (which goes with money) after graduation, so there are several components in my case..
 
BINGO!

It's not just about the economics of hiking itself. It can simply be a matter of not being exposed to the woods and mountains, and not having mentors and role models who share the woods and mountains with you.

And/or not feeling welcome/being treated as an outsider on the trails and in the mountains. 20 years ago, I got involved with an all-women fundraising hike. The ratio of women to men on the trails had shifted pretty radically since then, but when we first started, we - women out hiking, alone or in a group, not attached to SO/hubs/family - weren't a common sight, and we fielded some funny looks and a fair number of questions. No harm was meant, but that kind of reception can feel exclusionary and even intimidating. Being surprised to see someone in a place can come across pretty easily as "you don't belong in this place." And that's also a message people get from their peers ("that's not what we do")

Granted, nothing about the AMC’s new logo strikes me as making the mountains more inclusive. But trying to make a wider variety of people feel welcome on the trails is an effort worth making.
 
So then does that mean that the new AMC Logo is now saying "I am stickman with miniskirt. Come follow me"?

Can you say that in a gender neutral way? Not that I'm complaining, just wondering.
 
Can you say that in a gender neutral way? Not that I'm complaining, just wondering.

Nope. Just calling it like I see it. Is this a call out to be PC? If your not complaining then why the wondering?
 
Last edited:
Nope. Just calling it like I see it. Is this a call out to be PC? If your not complaining then why the wondering?

Nahh. PC is my least fault ... maybe it should be AMPC ... but I was wondering and trying to imagine a gender neutral approach to the matter as I saw snippets about a related fuss from the recent socialist democrats (aka as the ruling branch of the democrat party) convention. The AMC has a long and wonderful history, as well as some not-so-wonderful moments, and most of us here have in some way benefited from its presence. Hence a strong interest in such a dramatic change which few, if any, of us were involved with and have any control over but speculate about it, frequently with a sense of humor.
 
Nahh. PC is my least fault ... maybe it should be AMPC ... but I was wondering and trying to imagine a gender neutral approach to the matter as I saw snippets about a related fuss from the recent socialist democrats (aka as the ruling branch of the democrat party) convention. The AMC has a long and wonderful history, as well as some not-so-wonderful moments, and most of us here have in some way benefited from its presence. Hence a strong interest in such a dramatic change which few, if any, of us were involved with and have any control over but speculate about it, frequently with a sense of humor.

Unh unh unh, that "other" big party in the US is the Democratic Party. We ain't supposed to be talking politics but if so we oughta get the labels right.
 
Here is an example of the logo at work from a mail I got today. Click it to enlarge it.

Words and graphics working together...

logo.jpg

Curious elements:

Abbreviation of MTN in name
Use of triangle under o in ...doors
Stick man doubling as letters A-M-C
Big C symbolizes conservation
Tag line "Be Outdoors" reminiscent of "Be the ball Danny"- Caddyshack"
 
Last edited:
I will offer my 2 cents and say that the new logo strikes me as trying way too hard to be clever.
One should not have to decode a logo. And that little inserted "o' in outdoors is just silly.
On the other hand, if they like it, good for them.
 
I will offer my 2 cents and say that the new logo strikes me as trying way too hard to be clever.
One should not have to decode a logo. And that little inserted "o' in outdoors is just silly.
On the other hand, if they like it, good for them.
Well put. Don’t need no stinkin decoder rings.
 
Don't like it. Doesn't look like it has anything to do with the outdoors. The previous one was much better. I hope they go back to it.
 
new AMC logo...stupid looking

Curious on how much AMC paid for some PR agency to come up with that design. What was wrong with the older logo? Nothing for my two bits. It showed mountains, trees, river/water and that is where the AMC does all it activities. This new logo, you see none of that. What is wrong with a simple easy to see/understand logo that has become a classic? I certainly will not put that new logo on my car window.
Lavafalls
 
Curious on how much AMC paid for some PR agency to come up with that design. What was wrong with the older logo? Nothing for my two bits. It showed mountains, trees, river/water and that is where the AMC does all it activities. This new logo, you see none of that. What is wrong with a simple easy to see/understand logo that has become a classic? I certainly will not put that new logo on my car window.
Lavafalls

Having worked as a graphic artist for many many years, I agree with the majority that the new logo is not something I would (at a glance) associate with the Appalachian Mountain Club. And, way back when I did my work as a designer I was ever mindful that one must "get the message across" at 1st glance. Fast forward to today's techno-fast-twitch-sound-bite-cursory-glance attention spans we are cultivating. I don't get it. Wish they'd asked me. :D
 
Having worked as a graphic artist for many many years, I agree with the majority that the new logo is not something I would (at a glance) associate with the Appalachian Mountain Club.

Upon noodling on this topic for a few weeks I've come to a realization: Most of us on VFTT represent the past. The AMC and its new logo is looking toward the future.

In this era of fluid sexuality and gender-bending identity options, stick man takes no position on who or what you are. Anyone and everyone can be an AMC member.

And mountains are no longer the only reason to join, and maybe not even the main reason. Maybe you are looking to be part of a like-minded community of active, social, conservation-oriented millennials, as interested in networking as in outdoor pursuits. (Have you celebrated a birthday at a rock gym?)

From Yoga on the summits to writing and painting workshops, it's a brave new organization.

I wish them (and their new logo) success.
 
Top