Estamp Mammoth Dreyer's Gorilla Treestands Elephant NewSun Fallen Heroes Eastman Outfitters First Street Headsprout Perdue Currenex Mammoth Mountain Mammoth was in need of a new brand mark that would represent the resort. The new wordmark has to coexist with existing subbrands as diverse as a cartoon wooly mammoth (the old identity), to an upscale hotel. The mneumonic device of a peak above the M's creates a typographic representation of a rugged mountain range. The design needed to be modern, rugged, and appeal to old and young alike.