Park City has an animated past and ambitious future, and its story—of diverse residents and decades of challenge—deserves to be told. With the announcement of the 2034 Olympic Games returning to Utah, robust environmental initiatives, and growth on the horizon, Park City’s meaning of place and impact on people’s lives has changed. 

After 20 years of Piney, it was time for a change!

The Park City Chamber of Commerce and Visitor’s Bureau, which manages Visit Park City, plays a critical role in defining our town for visitors and locals alike.  

In 2024, the Chamber & Visitors Bureau launched a new brand for Park City. The goal was to define Park City as a place where respect and stewardship are at the forefront of the town and its image. If you remember Park City's past ads and website, you may recall “Piney,” the graphic pinecone icon used for over two decades! But Piney was indicative of a different era and Park City needed a new look and feel to showcase this place where people live, play, and work in a positive and forward-thinking way. 

In a Word, Mountainkind 

Every good brand needs a platform—Park City's is Mountainkind. This is a dynamic word that plays three roles: adjective, noun, and verb. Mountainkind is to take meaningful community action, promote stewardship, and be mindful of others and wildlife. Mountainkind combines Park City's stewardship goals and initiatives into one effective term, allowing for easier connection, communication, and showcasing the community's culture and approach to living in the mountains.

A better representation of Park City now and in the future!

A Timeless Icon 

The new emblem is a graphic icon featuring six P-style forms arranged in a circular pattern. If you see a snowflake or a flower, you’ve got the idea. But look closer, designed with intersecting symmetrical lines, additional shapes highlight different elements of Park City: ski runs, a map of town, the spokes of a bike wheel, and even the shape of a ski boot. Like Mountainkind, the emblem is dynamic with different levels of meaning that can be used to showcase Park City as the year-round destination that it truly is.

Park City in Color 

We live, work, and play in a vibrant place! From striking fall hues of red, yellow, and orange, pristine white in the winter, and the lush greens of our abundant summer foliage—our new palette reflects the organic color range you see in Park City year-round.  

The new color palette is combined with the emblem and Mountainkind verbiage to create badges and word marks that you’ll see around town, on Visitparkcity.com and guest guides, the Summit Bike Share, Park City's free transit system, and other places highlighting helpful, meaningful information. When you see these, you’ll know you’re part of the Mountainkind. 

A sample of our incredible and diverse color palette!

Intentional Change 

Creating a sense of place is a fundamentally human thing. The way we decorate our homes, whom we spend our time with, and how we engage our communities are all ways that define our sense of place and values. Park City is a canvas, with people painting this place in new ways since before town was even incorporated in 1884. Before Park City was a silver town, it was a place of Ute, Shoshone, and other indigenous tribes. And now—not just a ski town but a year-round alpine destination wrapped in diverse arts and culture, recreation, and incredible people working to protect its past and evolving future.

Change is inevitable and should be embraced with intent. With Mountainkind, Park City is steering its own future and encourages visitors and locals alike to treat this incredibly special place and each other with respect and stewardship!  

Park City's New Brand and Future!

More Adventures in Park City

Park City's Mountain IDEAL Award for Destination Stewardship

Learn More About Mountainkind

See Park City's Stewardship Goals in Action