New branding strategy officially introduces Custer County as the Wet Mountain Valley


A new name, logo, and tag- line rebrands Custer County as the Wet Mountain Val- ley

WESTCLIFFE —The Custer County Tourism Board announced the launch of the county’s new brand, which includes the name “The Wet Mountain Valley” and the tagline “Come for the mountains, stay for the stars.”

In addition to the new name and tagline, the rebranding strategy also includes a modern logo featuring the mountains and the stars and more than a dozen logo variations depending on its use. “The Custer County Tourism Board is excited and delighted with the fresh new brand for Custer County! A lot of creative thought went into the detail of the design. The mountain outline represents Rito Alto, Cloud, and Spread Eagle Peaks. We included the shooting star element because everyone who catches a shooting star gets excited!

We want visitors to get excited to “Come for the mountains, stay for the stars,” and we feel our new logo is a fitting representation of the tagline. We hope the community agrees and will embrace the fresh new brand of the Wet Mountain Valley,” says Deb Adams, Custer County Tourism Board Chairperson. Destination marketing agency, VistaWorks, was hired to conceptualize the new branding, which included several steps, such as surveying residents and visitors about their thoughts on Custer County, developing word associations from the survey, and eliminating name and tagline ideas based on data, input from the tourism board, and participating reviewers.

This information, combined with Google Trends research, more than 100 logo iterations, and over eight rounds of revisions, led the Custer County Tourism Board to unanimously approve the logo, name, and tagline. “VistaWorks has the privilege of working with one of the most beautiful destinations in Colorado— the Wet Mountain Valley. Developing the brand and logo was a very collaborative process involving stakeholders from within Custer County, residents, and visitors alike. We are proud of the end result and can’t wait to share it with the world,” says Bryan Jordan, Chief Officer of Thought at VistaWorks.

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