Visitors come to Park City for the mountain lifestyle. Yet they’re overtaken by the genuineness of the people - their welcoming spirit, authenticity and connection to the land. We created a new brand identity for Park City, a symmetrical snowflake icon made of interconnected, abstracted P letterforms. Representative of both the mountain lifestyle and the interconnectedness of Park City’s residents. The new identity, palette, and Mountain True platform showcase the genuine spirit of Park City.