BRANDING PROJECT
Elk Valley Hut Society
Preserving the Spirit of the Backcountry
The Elk Valley Hut Society needed a brand that felt at home in the mountains. Their goal was a simple, versatile identity that could be used across their website, social media, apparel, signage, and future merchandise without losing its character.
Inspired by the rugged beauty of the Elk Valley and the history of backcountry huts, we created a visual identity that feels timeless, welcoming, and unmistakably local.
THE BRIEF
The EKHS wanted a logo that was:
Simple and memorable
Suitable for a website header and social media
Easy to reproduce on hats, shirts, stickers, and signage
Representative of the Elk Valley's backcountry culture
THE SOLUTION
The identity was designed in a modern woodcut-inspired style, reflecting both the heritage and rugged character of mountain huts. The illustrated cabin is modelled after the iconic Thunder Meadows Hut, creating an immediate connection to one of the Elk Valley's most recognizable backcountry destinations.
Hidden in the primary logo, the negative space within the snow subtly forms the shape of a mountain valley, adding an extra layer of meaning without overwhelming the design.
To ensure the brand could work across every application, we developed a complete logo system that includes:
Primary logo
Secondary logo variations
Horizontal logo
Wordmark
Carefully selected colour palette
Complementary typography
The result is a flexible identity that feels equally at home on a trail sign, embroidered on a cap, displayed on a website header, or printed on Society merchandise. It captures the adventurous spirit of the Elk Valley while providing a professional foundation that the Society can use for years to come.
