You will have noticed in our web upgrade this week that we launched the new company icon, a blend of a feather and a mountain.

In recent emails from BPL readers to me, I've learned that there is lots of underlying symbolism in these two images, especially as they relate to (of course) lightweight backpacking, but also to other life aspects as well.

So a question.

What does the feather and/or mountain mean to you? What do you think of when you see these two images together, in the form of this icon?

What does the feather and/or mountain mean to you? What do you think of when you see these two images together, in the form of this icon?

Thank you for telling us what it is--I couldn't figure it out!

It means to me that there are always bigger outdoor treks out there and they can always be done with lighter gear.

For some reason, I keep seeing a brontosaurus.

I see the feather, mountain and a Wooly Mammoth from a far. I like the image of escaping to the mountains UL. When are the stickers coming out?

Edited by Creachen on 11/17/2008 13:21:06 MST.

I see a dream catcher.

Looking at the mini version in the address bar (Firefox), the white bits look like a trail runner shoe. Very appropriate!

...appears differently to different people. It's a visual backpacking "mondagreen".

Edited by redleader on 11/17/2008 11:30:48 MST.

I have my images turned off when visiting this site, so I can't see the logo. Sounds like it may be all things to all people ;)

Tom: I laughed so hard at what you saw as the logo. I thought I saw a wooly mammoth!

You saw the mammoth! That's awesome!

But a brontosaurus, Tom? Duuuuude...watch those edible herbs...

How about this...
The feather starting at the base on the right hand side of the mountain, sweeping the front, and then up and over provides a lightweight path in the form of a trail (helical up to the top) or perhaps switchback (common technique) to the summit or a goal. The mountain, in this logo, represents that of an obstacle, whether it be in the form of a physical mountain or just challenging terrain, which can be overcome using lightweight techniques.
The Moral:
When challenging terrain presents itself, a lightweight approach and path can overcome it.

err, wait, maybe it is a mammoth...;)

Well, OK, I just HAD to turn my images on long enough to have a look at this mythical beast. Instead all I saw was the head of a Pokemon lying on it's back gazing at the stars!! I think it might be snoring.

I'm glad to find out that it's new. I noticed it the other day and thought I had been looking at it all this time without realizing it was a feather and a mountain. I was really glad when I saw this thread. lol It's a very clever design.

I see clouds that look like a Caldera Cone.

I certainly see the feather and mountain, but I also see the brontosaurus and Mammoth. The trunk of the mammoth is the bronto's neck and the tusk is a little foot. Really, the tusk is more like a fin so maybe it's more like the Champ (or lochness monster if you aren't familiar with the Lake Champlain region of VT) but I can see why a Brontosaurus was seen.

Sweet logo though!

No matter how many times I look at it I always see some black hand gripping the handle of a trekking pole (that's the thumb over the mountain). Never even noticed the feather until Ryan mentioned it!!!

It could also be a white sperm whale swimming head partly down to the right, the swish going up its tail.

Or perhaps it's a crow's eye view of a cup of cappuccino with a swirl of cream in it?

Or the feather could be some person's big-lipped smile with a mop of well-groomed hair above and an eyeless face?

Sorry, I'm an illustrator, sooooo!

Edited by butuki on 11/18/2008 08:25:59 MST.

"I can see why a Brontosaurus was seen."

Thanks. Now, I don't feel so crazy. I must admit the big wooly mammoth is all I can see now...if only the locals would understand why I gotta wear a coat in the summertime.

White really advances, even as negative space. So, it's paradoxing itself a bit, rather than making a single solid statement, as logos are "supposed" to do. I like it more, more cerebral and mysteriously meaningful.

Regardless, here's a look with the colors inverted:

Edited by Paul_Tree on 11/18/2008 10:09:20 MST.