If you visit outdoors.org to book a program, stay at one of AMC’s destinations, or join a chapter-led trip, you may notice a fresh vibrancy in your experience. A new logo takes center stage on our digital presence, a new color palette graces everything from our dinner menus to this blog post, and members will embark on adventures with a new sticker on their water bottles.
But wait—before we get caught up in appearances, let us explain. Behind this new AMC look is a lot of thought and care (in this case, almost a year’s worth!). We’ve taken a deep look at our roots and at where we’re growing. In celebration of all the Appalachian Mountain Club does in the world, the amazing people and efforts that have led us to this moment, and who we are becoming together, we are thrilled to share our new look with you!
More Than Just a Logo
Here’s a behind-the-scenes peek at the thought process behind the new AMC logo, from Creative Manager Amanda Garza:
“This new iteration of AMC’s brand takes a bold step into our future. And yet, when we embarked on this redesign, the first thing we did was look back. As the oldest conservation and recreation organization in the United States, we’re fortunate to have a rich history to reference.
The AMC logo through the decades—in all its many forms!
AMC archivist Becky Fullerton unearthed previous logos and discovered a few surprises, including the very first club seal from 1884 and a short-lived abstract take on AMC’s classic mountain and trees motif in 1984. The common thread we discovered is an abiding love for the landscapes we enjoy and strive to protect for future generations. This served as our north star as we honed our vision for AMC’s new logo.
With the verve and creativity from our partners at Fair Folk, we drew the core elements of the logo—the trees, mountains, and trail—from our past to infuse it with AMC’s long history in conservation advocacy. We crafted a welcoming and bright color palette inspired by the flora and fauna of our region, like mountain avens, the rare yellow wildflower found in the White Mountains, or the pink flowers of the mountain cranberry. The hand-hewn linework pays homage to the handiwork of AMC’s sign-makers and trail crews.
To ensure we stayed true to who we are while charting a bold vision for the future, we met with members, volunteer leaders, and staff during the brainstorming stage. Their passion and sense of purpose helped us broadcast an organizational identity that is brave, open, curious, and optimistic about what we can accomplish together.”
New Look, Same Mission
While we may look a little different, our mission remains the same: to foster the protection, enjoyment, and understanding of the outdoors.
In our neck of the woods, you are what you love, and we love being outdoors. It stole our hearts 150 years ago, and we’ve been devoted to enjoying, appreciating, and sharing it ever since. In that time we’ve learned a lot, but nothing more important than this: nature needs nurture, too. We’ve made it our mission to foster that. With the help of our community, peers, and partners, we’re leading the way with advocacy, opportunity, and passion. And as the longest-serving conservation and recreation organization in the country, it’s a responsibility we’re proud to uphold.
This visual transformation gives us a clearer vision and enables us to leave a stronger mark as we work with our community, peers, and partners to blaze a trail towards a vibrant future for people and the outdoors.
Learn More
In the coming months, the rollout of our logo, brand style, and voice continues. You’ll see new designs for our books and maps, new signage will greet you at your favorite AMC destination, and new merchandise will continue to arrive in the AMC store.