Fairmot Hot Springs
A new brand
Fairmont Hot Springs’ new billion-dollar brand reflects the revitalization of the four-season family resort
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FUN IN THE SUN: Fairmont Hot Springs Resort promotes a lifestyle that celebrates recreation, family and health.
—photo courtesy Fairmont Hot Springs Resort |
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| NEW LOOK: The full logo consists of the wordmark with three wavy blue vertical lines above it symbolizing steam from the hot springs, the resorts many rivers and streams, and in its frozen form, the trails at the resort’s ski area. The wordmark is in blue and grey to represent the water and the mountains. |
On May 7, 2008, Fairmont Hot Springs announced the launch of a new visual identity and brand for the historical mountain resort and hot springs. New owner, Ken Fowler Enterprise, is undergoing a billion dollar expansion of the popular resort and has developed a new brand to reflect its vision for a four season family resort centered on recreation, community, and health and wellness.
“We hope for Fairmont Hot Springs to become one of the world’s most recognized destinations—we wanted the visual elements of the new identity to represent the attributes of a world class resort.” said Ken Fowler, chairman and CEO of Ken Fowler Enterprises.
The new brand concept has three main elements: rejuvenation, family/community and recreation. These elements match the reasons why the resort has attracted Canadian and international visitors and home owners since the late 1800s. It has always promoted a lifestyle that celebrates recreation, family and health, as Fairmont has the largest therapeutic mineral hot springs and offers accommodations, golf, skiing, and health and wellness Spa.
“Creating the new brand and logo was tough because the old one with the warm orange, yellow and light blue sun has almost become a Valley icon,” said Paul McIntyre, director of sales and marketing for Fairmont Hot Spring, “However, we wanted a symbol that would reflect the new direction and vision for the resort.”
As part of a rebranding process, a new logo, wordmark and tagline were created. The full logo consists of the wordmark with three wavy blue vertical lines above it symbolizing steam from the hot springs, the resorts many rivers and streams, and in its frozen form, the trails at the resort’s ski area. The wordmark is in blue and grey to represent the water and the mountains.
The new tagline is “Immerse Yourself” and was coined to emphasize the resorts’ biggest reasons why people visit—and stay.
“The new tag line works on so many different levels,” noted McIntyre, “You can come to Fairmont Hot Springs to physically immerse yourself in the hot springs, you can immerse yourself in the new community growing out of the existing resort and you can immerse yourself in the recreational and cultural activities that abound.”
McIntyre continued, “The expansion is about creating more of a good thing at Fairmont and the branding needs to communicate this message. People all over the world come to Fairmont to rejuvenate in the mineral hot springs, to enjoy the spectacular mountain setting, to partake in the finest recreational activities, and to be with their families.”
The expansion includes a new design of the natural hot springs, an enhanced spa and wellness center, expanded hotel and condominiums. The master plan also includes a village centre with retail shops, restaurants, outdoor event plaza and walking trails linking the entire community.
Fairmont has purchased the Riverside Golf Resort and is now the largest golf operator in the Columbia Valley. Plans are underway to evaluate the ski area for an expansion, adding a gondola and additional 1000 vertical feet of skiable terrain. Details of the first release of home sites will announced soon.
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