Mt. Baker Ski Area in Washington has a new look, but the same unmistakable Baker soul.
The legendary Pacific Northwest ski area recently unveiled a new logo, giving its longtime identity a crisper, more modern look while putting one of the mountain’s most recognizable symbols front and center: the raven.
Mt. Baker is not known for flashy resort development or polished destination resort aesthetics. Its reputation was built on massive snowfall, challenging terrain, deep powder, and a distinctly independent Pacific Northwest character. The new logo appears designed to reflect exactly that.
“Same Baker stoke, new shape … our new Baker logo dropped today!” the ski area announced.
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The new logo was created by Mt. Baker graphic designer Terra Johnston following what the resort described as a lengthy thought and design process. The result maintains the rugged character that has defined Mt. Baker for decades while giving the brand a cleaner, more contemporary look. In a video exploring Mt. Baker logos through the decades, longtime General Manager Duncan Howat, Marketing Manager Amy Trowbridge, and Johnston take a deep dive into the stories behind the logos that have represented Mt. Baker over the years.
At the heart of the new design is the raven, a bird that has become deeply connected to Mt. Baker Ski Area and its culture. The intelligent black birds are a familiar sight around the mountain, and the raven has long represented the untamed and rugged spirit of the Pacific Northwest.
The raven is far more than a logo element at Baker. It has been woven into the ski area’s identity for decades and can be found throughout the mountain and its culture. The connection is even reflected in the Raven Hut, Mt. Baker’s mid-mountain day lodge, which features custom raven sculptures created by Pacific Northwest artist Tony Angell.
- Related: Top 5 Vintage Ski Resort Logos
For a ski area with such a strong visual identity, changing the logo is no small move. But Baker’s latest design manages to modernize the look without losing the character that makes the mountain so special.
