Killington World Cup Committee


Logo design, stationery package


Building on 2016’s successful return of the FIS Alpine Skiing World Cup to Vermont, the mission of the Killington World Cup Committee (KWCC) is to support the Audi FIS Women’s Alpine Skiing World Cup at Killington and to benefit local and regional youth alpine skiing development programs. KWCC partners with Killington Resort in various ways to raise support for athlete housing and VIP events. In addition, KWCC will consider and award grants to qualifying organizations to facilitate competition and training infrastructure throughout the Northeast while increasing participation in competitive winter sports programs.

Mad Dog Graphx was engaged to design an aspirational, energetic logo that would appeal to both World Cup and developing youth skiers. The logo needed to be professional, thoughtful, and strategic enough to be a lead component in conversations with corporate sponsors and philanthropic supporters.

To capture the excitement of Olympic-level skiing, Mad Dog designed a mark that is full of power and “pops” when viewed side-by-side with logos form other elite skiing events. The skis speak to high speed and carving turns on a downhill course, but also – by creating a turn around the “globe” – give a nod to the highly competitive World Cup. The placement and direction of the skis drive your view up and across to the wordmark in a fluid fashion.

The logo also had to speak to exclusivity, creating an image of something bigger that would draw people in and entice them to become involved. Many avid skiers covet “first tracks” and skiing on corduroy (newly groomed trails), so the downward lines and notch in the snow illustrate a skier hitting the slopes first and carving the perfect turn.