New Wings For Salewa — WildSnow Logo Analysis


Post by WildSnow.com blogger | September 4, 2014      
Old and new.

Old and new.

Salewa is a (if not the) major player in the outdoor gear industry in Europe. As parent company to Dynafit, Pomoca and Wild Country, they have significant presence in the world of mountaineering and backcountry skiing all over the world. Salewa continues to expand global distribution of their products (from 2007-2011 they reported 500% growth in U.S.). It’s a brand you’ll be seeing more of all over the world, so we figured some exposition about their new logo would be fun.

Too B-to-B you say? Perhaps, but after an interesting conversation with a certain young designer, we thought some of you would be intrigued with a brief analysis of the new logo.

The Salewa eagle logo was created in 1979. The new logo is basically a simplified version of the old one, keeping the bird, colors, etc. The Salewa eagle went from clearly being a bird, to being super abstracted. This simplification of the logo has a few practical advantages:

It becomes more of a “symbol” for their company that is easily recognizable, without the text of their logo, and allows for it to be used in a bigger variety of ways on the graphic design of their gear and marketing materials.

Black Diamond’s logo is an excellent example of this. It’s simple, but most people in the outdoor industry know it well enough that they can recognize it even if it is used in a unique way (e.g. putting a large logo on a ski: only half the logo is showing but it is still recognizable as their logo). Also, the BD logo can be used sideways or at an angle without it looking too weird. Since Salewa’s new logo is not attached to text and doesn’t have a clear “bottom,” it probably can be used in a similar way.

The new logo is less detailed, so it’s easier to print and represent with other manufacturing processes. For example, they could forge the new logo on the side of a carabiner much easier than the old one, or it could be cut out of flat metal or made out of a piece of fabric much easier.

The flying eagle is a common image whereas the new wings are more uniquely identifiable. Salewa went from using a combination mark to having a design that can be used as an icon.

Also, a quick note on terminology: Logo is used for the symbol, and logotype is the name of the company spelled out (usually with a custom font or some other unique feature).

“Flat” design is currently the major trend in the graphic design world. This is in contrast to about 10 years ago, when 3D design was the popular trend (just look at the evolution of the Google Chrome logo). If Salewa would have redesigned their logo 10 years ago, it would have turned out much differently. Their old design was pretty “flat” as well, although there is a slight amount of 3D in the birds wing, but not much.

Their new font for the logotype is similar to the old one in that it uses a lot of straight lines and hard angles. However, the new one uses diagonal lines, whereas the old one uses entirely vertical or horizontal lines. Diagonals are normally seen as more exciting and dynamic (just like in photography).

Disadvantages to redesign — the old logo was historic; a new one doesn’t have much history behind it. A simplified logo can be viewed as boring. To someone who is not familiar with Salewa, it could seem less exciting or recognizable. To them, it’s just a shape, whereas the old logo was clearly a bird (and all the things a bird symbolizes: freedom, flight, etc.).

One comment we heard, “The logo type is pure ’70s heavy metal band.” Perhaps that was influenced by legendary air guitar contests at various Dynafit press events.

WildSnow’s opinion? We like it. The message we see is Salewa is spreading its wings. And given their dedication to excellence in all things backcountry, that is a good thing.

Comments

14 Responses to “New Wings For Salewa — WildSnow Logo Analysis”

  1. Darin September 4th, 2014 1:03 pm

    Am I the only one who only sees an angry masked bandit instead of wings?

  2. Ted September 4th, 2014 3:20 pm

    I asked my kids and they said it looked like a bird, maybe because we have gulls round our house. Amuses me that a company will spend $$$ on rebranding. Does it really matter?

  3. Scott Nelson September 4th, 2014 4:46 pm

    Is this one of those ink blot psych tests?

  4. Tuck September 4th, 2014 5:25 pm

    Yes, but does it go to DIN 16? 😉

  5. Lou Dawson 2 September 4th, 2014 6:55 pm

    Tuck, 11!

  6. Erik Erikson September 4th, 2014 10:20 pm

    I will kind of miss that old bird, but just for nostalgic reasons. Salewa is quite big here in in Austria and I own a lot of their stuff. E.g. all my tents since more than 25 years were Salewa-tents, and that bird, printed on the inner-tent, has “protected my sleep” in various places.. From hikiing with some girlfiriend in the gentle hills round my hometown up to severe storms in the very north of Sweden… Nopstalgic, as I said.. 😉

  7. ptor September 4th, 2014 11:42 pm

    It totally compliments their spaceship parked in Bolzano!

  8. Simen September 5th, 2014 2:41 am

    First thought on the logotype was that it looks very much like their HQ.

    The logo is nice, I think, the only negative is that the logotype is a bit harder to read as the font is unusual. With time and exposure it´ll probably be more recognizable than the old one and take on the function as a symbol much like the new wings.

  9. Steve September 6th, 2014 7:43 am

    Thanks for the education on graphic design. I learned something new today!

  10. Wookie September 8th, 2014 3:56 am

    Ptor –

    Do you think the “spaceship” in Bozen is designed to look like an ice-axe too?

    Does anybody know for sure?

  11. Lou Dawson 2 September 8th, 2014 4:37 am

    I thought it was a gigantic rock crystal rendition… It is definitely distinctive architecture.

    Photos here:

    https://www.wildsnow.com/7143/bozen-bolzano-italy-travel/

  12. Mark Worley September 10th, 2014 6:30 am

    Salewa headquarters definitely looks like crystals. New logo is interesting, if not somewhat geometric.

  13. ptor September 10th, 2014 1:11 pm

    Hey Wookie, I bivvied outside it this July and met some very nice Salewians who work there. Was mesmerized by the climbing wall of epic proportions. But iceaxe never came to mind regarding it’s architecture. Quite a contrast to Messner’s Firmin castle just beyond!!!

  14. Bjorn December 8th, 2014 5:24 pm

    paper airplane!!!!!

Got something to say? Please do so.





Anti-Spam Quiz:

You can subscribe to comment notification by checking the box to left, but you must leave a brief comment to do so, which records your email and requires you to use our anti-spam challange. If you don't like leaving substantive comments that's fine, just leave a simple comment that says something like "thanks, subscribed" with a made-up name. Check the comment subscription checkbox BEFORE you submit.
If you need an emoticon for a comment just copy/paste off the following list, or use text code you might be familiar with.

:D    :-)    :(    :lol:    :x    :P    :oops:    :cry:    :evil:    :twisted:    :roll:    :wink:    :!:    :?:    :idea:    :arrow:   
  
Due to comment spam we moderate most comments. Please do not submit your comment twice -- it will appear shortly after approval. Comments with one or more links in the text may be held in moderation, for spam prevention. If you'd like to publish a photo in a comment, contact us. Guidelines: Be civil, no personal attacks, avoid vulgarity and profanity.

  Your Comments

  • Terr: Thanks for the objective review, Rachel! Sounds like a good harness - almo...
  • Lou Dawson 2: Bill and Karl, we'll try to hit it tomorrow before we leave town. Just had...
  • Lou Dawson 2: Chet, now that I'm off my messed up phone for making comments, I wanted to ...
  • Karl: The Frontier: cinnamon rolls!...
  • Bill: I highly recommend breakfast or lunch at the Grove on Central. http://www...
  • ptor: Ueli is obviously much smarter gaining the advantage of avoiding French cof...
  • Lou2: The problem was schedule, that's why we ended up in NM....
  • Chet Roe: you could have done it at DIA for less of a drive...is a $100 and the appli...
  • Jah He: Thank you for sharing your story! Currently studying abroad in Vina del Mar...
  • Rick: Phil, I run the Power Wraps in my Radiums, two pair, my originals and a br...
  • Lou Dawson 2: Andy, not off topic at all, Plum demonstrates how variable the tech gap and...
  • Mark Worley: Take it to ISPO! Guaranteed conversation starter....
  • Mark Worley: Stunning views. I have to agree with Lou; many trails in such places are n...
  • Andy Carey: Probably will get lost here with all the comments--a little off topic. The...
  • Dan Powers: Nice!...
  • Pablo: As always Lou, Thanks! As you say, there are a lot well formed engineers...
  • Lisa: Beautiful! I'm always impressed how you and your crew get after it....
  • Lou Dawson 2: Pablo and all, I keep making changes and additions to this post -- and it's...
  • Lou Dawson 2: Hi Phil, unless you are quite demanding on your boots, my take is the Dream...
  • Lou Dawson 2: Hi Pablo, there is no exact number. The more flexible the ski and the longe...
  • Phil: Hi Lee, Looking to replace liners in my Garmont Radium. Hesitating between...
  • Pablo: and what about the opposite to heel gap? How many mm do you consider as th...
  • joost frakking: OK thanks a lot. I will wait with modifications until after the first snow...
  • Lou Dawson 2: This looks so wonderful, nice to see a multi-use trail in that type of loca...
  • Lou Dawson 2: Hi Mat, I truly appreciate you dropping back by with your report! Glad to h...
  • Scott Allen: As close to making turns in the alpine as it gets..in summer..love that las...
  • Mat: Hi Lou, I got my boot back from dynafit here is what they did: -they cha...
  • Lou Dawson 2: Where did you measure the pins from? From the bump on the binding housing, ...
  • joost frakking: Thanks for the suggestions! I seem to have found the cause. My pins on the...
  • Lou Dawson 2: Getting serious here in the workshop, I measured some pins. On a classic TL...

  Recent Posts


Facebook Twitter Google Instagram Youtube
Welcome to Louis (Lou) Dawson's backcountry skiing information & opinion website. Lou's passion for the past 50 years has been alpinism, climbing, mountaineering and skiing -- along with all manner of outdoor recreation. He has authored numerous books and articles about ski touring and is well known as the first person to ski down all 54 of Colorado's 14,000-foot peaks, otherwise known as the Fourteeners! Books and free ski touring news and information here.

All material on this website is copyrighted, the name WildSnow is trademarked, permission required for reproduction (electronic or otherwise) and display on other websites. PLEASE SEE OUR COPYRIGHT and TRADEMARK INFORMATION.

Backcountry skiing is dangerous. You may be killed or severely injured if you do any form of ski mountaineering, skimo randonnee and randonnée skiing. The information and news on this website is intended only as general information. While the authors and editors of the information on this website make every effort to present useful information about ski mountaineering, due to human error the information, text and images contained within this website may be inaccurate, false, or out-of-date. By using, reading or viewing the information provided on this website, you agree to absolve the owners of Wild Snow as well as content contributors of any liability for injuries or losses incurred while using such information. Furthermore, you agree to use any of this website's information, maps, photos, or binding mounting instructions templates at your own risk, and waive Wild Snow owners and contributors of liability for use of said items for ski touring or any other use. ...

Switch To Mobile Version