The version of our logo you’re probably most familiar with is on the sticker:
This adorns hut books up and down the country, marking the wanderings of WTMC. But the sticker is looking a bit tired. It’s time for a change – and as part of that change, is it time to look at the core elements of our logo?
We have a significant ongoing problem with our logo: we do not have a high resolution version so its possible expression is very limited. Basically it has to be either small or printed/reproduced at low resolution. We have not had the logo redrawn because of the potential expense in engaging a designer.
However, somewhat serendipitously, earlier this year Tim Bruce, a freelance designer who’s a tramper, approached Committee about revising the WTMC logo. After going on one of our tramps, Tim was full of ideas about how to make the logo both more evocative and more appealing. He offered to do this work for free, as part of building up his portfolio.
In consultation with Committee, Tim has produced a logo that we now put forward for your feedback. We are very appreciative of the effort and time that Tim has put into developing the designs. The logo has gone through a number of iterations and we are at the point where we want to hear what you think. Please provide comments at the bottom of this article, or email . Two versions of the logo are below, along with some words from Tim explaining the design.
The Unifying Aesthetic – Generating Nostalgia for the backcountry – from Tim Bruce:
The overarching visual theme, which is largely generated by the typeface and its composition, is that of nostalgia for what is fundamentally an old fashioned pursuit. The hard yakka many associate with tramping is visually described through a chisel cut, stoic and vintage typeface. These visual connotations are then filtered through the sieve of clean contemporary design to achieve an honest, friendly and memorable identity for the club. More than just ‘on trend’, its illustration of tramping’s status within the cultural mindset will ensure it is a long survived solution.
The backcountry hut system forms the unique backbone of New Zealand’s tramping culture. This is true to the extent that, when asked to describe their most recent excursion, a tramper will rattle off the huts they passed on the trip. The club logo seeks to encapsulate this moment. It replaces the symbol of the axe in favour of something that speaks to both tramping and mountaineering, the humble little hut. Continuity with the current logo ends at the shield shape. The re-design shows a hut in the wilderness, dwarfed by the mountains. Before it, a path snakes its way into the valley, symbolising the journey. The bright lit hut door, key to drawing the viewer’s eye, infers activity. People are in the hut, perhaps members of the WTMC, perhaps they’re soon to climb the mountains in the background or perhaps they’ll tramp down the path in the foreground. This design speaks simply, honestly and memorably to the nature of tramping in NZ.