Wildstrubel Refreshes Logo

The Swiss Wildstrubel by UTMB event held in Crans Montana announced a new logo today. The designer in me of course wants to take it apart, as it has been tradition on the great internets. But what I find way more interesting is trying to read into this redesign if this might be a trend into something to come for more of the UTMB World Series event logos. Scrolling down their Instagram page you can still see the old logo for comparison.

Here’s their official description of the redesign:

Discover our new logo, designed to better reflect the unique essence of this event.

Highlighting the Tour of the massif, a rare and spectacular experience connecting Kandersteg, Adelboden, Crans-Montana, and other iconic destinations.

Icy tones, a Swiss cross, and a dynamic design symbolize the identity and energy of this exceptional event.

The refresh feels very Swiss. Clean letters… very Helvetica (it’s not, I know, but still).