Updated Sept. 11, 2018 with additional information.

Winter Park Resort announced Monday a new brand and logo in conjunction with the Winter Park-Fraser Chamber of Commerce in an effort to be inclusive to all of the area’s businesses.

Over the next few months, all of the partners will integrate the new logo and brand before the start of ski season. As of Monday, the resort’s website had already rebranded using the new logo.

The new logo incorporates the resort’s historic red shield with a snow-capped mountain, designed to represent Parry’s Peak, and a contemporary wordmark. The new branding also features a new tagline: “Colorado Unfiltered.”

“The new brand platform aims to cultivate the community relationship to enhance the local as well as the visitor experience,” according to the resort.

Partners include the resort, the chamber, the town of Winter Park, Devil’s Thumb Ranch Resort and Spa, Rendezvous Colorado LLC and WC Johnson LLC, which owns Cooper Creek Square.

The new logo also provides space for qualifiers such as “Colorado,” “resort” and “village” to allow all of the disparate entities to have a cohesive look. Winter Park’s classic “WP” shield will still be utilized on signage specifically for the Winter Park Territory as a nod to the resort’s history.

It was key for the brand to represent the Colorado “untouched and open” mountain experience, as well as the unique Winter Park experience of transformation.

Catherine Ross, executive director of the Winter Park-Fraser Chamber, said the process began about a year ago when the chamber and other partners were looking to update their logos and brands, as well as have a central marketing voice.

“There really is strength in numbers, and with so many exciting developments taking place in our community, this is an incredibly opportune time to coordinate all of our efforts for the benefit of both Winter Park’s businesses, residents, and legions of guests,” Ross said. “We look forward to forging ahead into this extraordinary new era together.”

The chamber and partners worked with the Denver-based advertising firm Karsh Hagan, which did the design work and tested it with consumers. In a presentation on Thursday afternoon, the brand essence was described as the “front porch of the Rockies” and emphasized Winter Park’s location, authenticity, accessibility and friendliness.

Ross said the design is meant to represent the community, tip the hat to the history of the area and be more modern.

The new logo will be featured on future Winter Park Resort merchandise and on signage throughout the resort, as well as on the new 10-person gondola. The resort has already updated the online logos, but Steve Hurlbert, director of public relations and communications for the resort, said they will be working on updating signage throughout the winter.

In November, the chamber will also be rolling out a tool box for businesses that are members of the chamber, so that they can utilize the new branding and logo as secondary marketing tools.

“All the members will get a tool box (…) and it will have language that we all want to say, so we want everybody to use the same language, we want everybody to use it as a secondary logo,” Ross said. “The brand is everything we speak about when we invite people to come visit our community.”

Ross also said they will be inviting input from the community and businesses on the tool box, branding language and usage in the future to best adapt the new logo and brand.

In preparation for the upcoming ski season, Winter Park Resort has also been installing $28 million worth of capital improvement projects, such as the new gondola and a new snowmaking system.

The town of Winter Park has also seen an increase in development throughout the summer including several new housing and commercial properties.