Salt Lake is the only city in America where a world-class urban core exists inside a mountain range. The city and the mountain are the same experience. This guide is how we bring America's Mountain City™ to life — across every surface, every touchpoint, every story we tell.
You don't choose between the city and the mountain. You get both. Mountain summit to Michelin star, in under an hour.
The Jazz. The Mammoth. The 2034 Winter Olympics. Always moving, always growing, always worth another look.
Trails, slopes, and summits are minutes from downtown. Everything Salt Lake offers is surprisingly close.
No other city can claim it — a lively urban core with the Wasatch rising through it. The skyline tells the story.
A lake wider than Rhode Island, four times saltier than the ocean.
You can walk for an hour and the scenery barely changes. That's the point.
World-class slopes. Fifteen minutes from downtown.
You can't tell where the city ends and the mountain begins. You're not supposed to.
City energy. Mountain air. Both at once — no compromise.
The only place where the city and the mountain are the same experience.
The identity centers on a faceted salt crystal — the city's namesake, geometric and enduring. Four lockups adapt it for every surface, from lapel pin to billboard, always anchoring America's Mountain City™ in something specific to this place.
Minimum frame equals one crystal height (x). Drag the slider to see the boundary adjust around the mark.
Drag the slider to preview the mark at actual rendered size. Below 0.55″, legibility breaks down.
Click any brand color to place the mark on it. Low-contrast pairings flag immediately.
Four core colors anchor the system — Navy, Red, Off-white, Charcoal. Ten accents bring seasonality and mood. Click any swatch to copy its HEX.
Every combination below clears WCAG 2.1 AA (4.5:1) or AAA (7:1) for normal text.
Ivar Headline Semibold for display — warm, slightly editorial. Saans for body — neutral, confident, modern. Arial as fallback.
We sound like a local who knows the good spots and is happy to share them. Confident without bragging. Specific instead of generic. We prove the duality — we don't explain it.
We know what we are. We make clear, direct statements and let the experience speak for itself. No over-explaining.
We speak like a local who wants you to have a great time. Warm and conversational — we make visitors feel like they belong.
A light touch. The kind of wit that comes from a place that doesn't take itself too seriously. Clever angles, unexpected contrast.
We don't dress Salt Lake up to be something it isn't. We write honestly, the way locals talk about it — no marketing polish.
Show, don't tell. Every frame should prove the duality — a museum and a mountain in the same afternoon, a trail followed by a rooftop. Real light, real people, urban and natural scenes combined where possible.
Urban and natural in the same frame wherever possible. The skyline with the Wasatch rising through it.
Recognizable places, not stock mountains. The Natural History Museum, Olympic Park, a foothills trail — proof points.
Candid over composed. Families actually connecting. If it looks staged or stock, it's wrong.
Salt Lake isn't a monolith. Multi-generational, multi-interest — our cast should reflect the place.
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The salt crystal tessellates. Randomize to generate a fresh composition — download it as SVG or PNG and drop it into any application that needs a decorative fill.
The pillar in practice. From 11,000 feet of Wasatch powder to a chef's counter downtown — under an hour. Scroll through the journey. The clock keeps time.
Pow snow. Wasatch panorama. The whole valley laid out a mile below.
The canyon opens up. The skyline comes into focus.
Eight-hundred-foot blocks. Wide, walkable, still smelling like snow.
Ski boots by the door. First course in front of you. Same day, same city.
No other city in America can make this claim. That's why we made it.
How the brand behaves in the wild — business cards to billboards, signage to social. Every surface should prove the platform, not just wear it. Templates live in the downloads section.
Logos, photography, typefaces, templates, PDFs — everything you need to build on-brand, bundled and ready.