Revitalizing the identity of a small mountain town.

The development of the brand was heavily dictated by Ouray’s community. They helped guide the initial research and analysis phase of the project by providing desires/expectations for the rebrand as well as important design elements and characteristics of Ouray that would steer the direction of the brand. The new logo design for Ouray combines various elements of the city’s environment, history, and culture in a visually compelling way.

Mount Abram is an obvious landmark in Ouray’s environment that visitors see immediately as they drive into the city. The mountain is an easily recognizable element that people already associate with Ouray, as it was previously highlighted in Ouray’s older logos. The mountain became a popular element the community wanted to include in the new logo design.

The valleys and recreation areas that surround Ouray play an important role in the city’s culture and tourism. Highlighting the valleys in the new logo design is important because these areas fuel Ouray’s economy and are major reason why visitors/ residents come to the city.

The Ouray Hot Springs and Uncompahgre River are two main water features found within Ouray. The influences these bodies of water have on the environment and local community help create a unique place that visitors and residents desire. References of water and the water’s location within the environment were incorporated into the design of the new logo.

It was important that the city’s western and mining influence was not forgotten in the new logo design. To pay homage to the city’s past, design elements found in ironwork, branding, and mining items we incorporated into the new logo design.