Over three decades, the logo at Alpenglow Sports has evolved with the times, serving as a visual representation of the amazing personalities who have worked at the store. Our current storefront sign is one that was actually used in the 1970s – a fun, stylized, hippie-fied version of the words “Alpenglow Sports,” that we repaired, repainted, and showered with love. Now, 30+ years later, this is a very fun throwback, complete with stylized letters and an Alpenglow “fade.” Not surprisingly, the 1980’s logo was characterized by a neon pink Mt. Rose logo. This logo was used on forward-thinking print newsletters of the time and still pops up on skis that we service every now and again. It actually remained present on a sign that lasted well into 2003 on the exterior of the building! When we began the design process of the new logo we realized how cutting-edge the design of the “A” was. Consequently, we kept this component to keep a common heritage thread within the new logo.
The 2000s were marked with a wonderful Papyrus font logo of a Matterhorn-esque peak with yellow background. This was the logo I knew as “Alpenglow” when I started working at the shop in 2003. It has remained our icon for the last decade. The mountains showcased in the logo speak to the adventure that we all know, seek, and love. Considering the logos of the shop have been recreated every ten years or so, I wanted to follow suit. By doing so I was interested in having something timeless, but at the same time paid homage to our 34-year history, to Don as the original owner, and to all the great employee-athletes who came before I got here. I wanted something that had a strong personality, stood out well against other logos, and was representative of the Alpenglow experience. I felt very strongly about staying true to the original Alpenglow-DNA signage. Alpenglow has always been bigger than one single person. It has also possessed a very familial nature within the staff. Accordingly, we sought to identify the common features among the three separate Alpenglow logo iterations, those spanning the cultural and in-house influences of the last 34 years. When we started to compare and contrast, we found that there were absolutely wonderful, recurring themes. What we noticed were the swoopy stylized letters of the “G” in the current logo and the “A” and “W” of the original from the ’70s. The second common thread was the capitalized letter “A” of the word Alpenglow, paired with the prominent triangular shape of the mountain. Having established these vital features, we began to explore other components. Because we are enthusiasts of the natural world and find our most precious experiences in wilderness, it was also imperative that we incorporate mountain imagery into the logo. And, because Lake Tahoe is such a prominent piece of our daily existence, we had to pay tribute to the Lake as well. Lastly, we wanted our “A” to be central in the logo representation. We spent several hundred (!) hours on a process that challenged us to create something new and fun, but also paid tribute to the Alpenglow heritage. It was fun, exciting, and indicative of the entire vibe currently in existence at Alpenglow. We remain firmly cognizant and respectful of our heritage, but still have our sights on the future. The new logo represents a new chapter in the ever-evolving story of Alpenglow Sports. We’ve been making fun happen since 1979 and we plan on doing so for a long time to come. We hope you like it, but more importantly we hope you join us along the way for the ride!