Visit Estes Park (VEP) has unveiled a refreshed logo, color palette, and comprehensive visual identity, a project aimed at capturing the distinctive essence of Estes Park and communicating it to visitors. This extensive rebranding effort was conducted entirely in-house by VEP, without the assistance of an outside agency, according to VEP CEO Sarah Leonard and Amanda Scherlin, vice president of visitor experience. The initiative sought to answer what Estes Park looks and feels like, drawing heavily on local community input.
Before redesigning its visual elements, VEP undertook a thorough research phase, conducting focus groups, reviewing resident sentiment surveys, and holding workshops with its marketing advisory committee. This process prioritized gathering input from residents and business owners about what defines Estes Park. While past visitor surveys were considered, the primary focus remained on the local community. Scherlin emphasized that destination organizations often fall short when they cater solely to visitor desires rather than the community's self-perception. Leonard concurred, noting that the visitor experience ultimately starts with the people who live and work in a community. The research also explored the deep emotional connections people hold with Estes Park, including childhood memories and family traditions spanning decades.
Central to the refreshed visual identity is the elk, which remains the most recognizable feature in the new logo. During the research, residents and advisory committee members consistently identified elk as a key symbol of Estes Park. Scherlin stated that the elk had to remain a part of the visual and the logo. To ensure the design avoided a generic "mountain-town" feel, designers incorporated specific "Easter egg" details. A close look at the elk reveals a mountain peak nestled within its body and legs, and the letter K in "Park" contains a small notch inspired by Longs Peak's distinctive profile. These hidden elements are also showcased in a new animation.
Beyond the logo, the updated visual identity includes hand-drawn mountain illustrations, tree-ring patterns, and textures inspired by the natural environment. Scherlin particularly appreciates the tree rings, which she describes as "nature’s archive," symbolizing time, generational connections, and the community’s evolution. The hand-drawn elements acknowledge Estes Park’s creative community, while some typography draws inspiration from historical postcards and travel imagery. The new color palette features natural, muted tones that reflect the Estes Valley’s changing seasons. Research into other mountain destinations and local organizations informed the selection of colors found throughout the Estes Park landscape. The main color for the logo is Summit Blue, with a primary palette including Continental Blue and Stone Canvas. An accent palette features Alpine Sage, Meadow Gold, Rooftop Red, and Storm Cloud. Scherlin noted that these colors emerged from the research and were later found to complement landscape photography closely.
The branding aims to be authentic, avoiding common designs seen in other Colorado mountain destinations. Leonard highlighted that the result is rooted in history while projecting a more contemporary image, reflecting a community that values tradition while evolving. The refreshed brand also taps into Estes Park’s historical roots as a destination for health and wellness, a role it played long before becoming known as a gateway to Rocky Mountain National Park. Historically, visitors sought the restorative benefits of fresh air, sunshine, and outdoor living. A notable example is F.O. Stanley, who, diagnosed with tuberculosis in 1903, traveled to Colorado for its climate. His health improved significantly, and he subsequently helped establish Estes Park as a visitor destination, building The Stanley Hotel which opened in 1909. Leonard stated that the town "was built on wellness and Stanley," integrating this history with broader themes VEP identified: wildlife, outdoor recreation, wellness, arts and culture, creativity, and community events. These themes will guide VEP’s future marketing and storytelling.
Leonard views this brand refresh as part of a larger shift in the responsibilities of destination organizations. Traditionally focused on attracting visitors, the industry has expanded into destination management, aiming to balance tourism with community priorities. Leonard intends to advance this philosophy further toward destination stewardship, moving beyond just marketing and managing to "taking care of the place that you live, work, and visit." This philosophy underpins the community’s "brand promise" – the experience visitors can realistically expect, encompassing mountain scenery, history, outdoor recreation, and wildlife. While VEP cannot guarantee wildlife sightings, the animals are so intrinsically linked to the community that visitors can reasonably expect the possibility of encountering them.
The refreshed brand is more than just a new logo; it is a locally curated kit of colors, graphics, textures, and design elements designed for adaptability in future promotions. While primarily intended to communicate with visitors, Leonard and Scherlin also want residents to see and recognize their community within it. Estes Park is depicted as a mountain community, a national park gateway, a home for wildlife, and a place where history, wellness, recreation, and creativity converge, fostering lasting emotional attachments for both residents and visitors. The brand endeavors to tell this story, with the elk serving as an initial focal point, inviting closer discovery of the community’s deeper layers.
