ORDA Unveils New Brand Identities Reflecting Organization’s Transformation and Focus on the Reimagined Venue Experiences
Venue Modernizations Now Also Include a New Look and Feel for Lake Placid Legacy Sites
The New York Olympic Regional Development Authority (ORDA) announces the unveiling of new brand identities for the Lake Placid Legacy Sites (Legacy Sites) – Olympic Center, Olympic Jumping Complex, Mt Van Hoevenberg, and Whiteface Mountain. Beginning November 2 and for the first time in the organization’s history, distinct new logo marks will be adopted to individually represent each of the four Olympic venues and reflect their unique attributes while tying together the collection of Lake Placid Legacy Sites.
ORDA has evolved, and as a result, the logos now provide fresh characterizations of the products and services they represent. The recent rejuvenation of the Legacy Sites sets the stage for decades of year-round world-class events, training, and recreation, and now, with the recent physical transformation of the facilities, new venue identities are being introduced.
Since 1999, when the organization’s current logo mark was created, the mountain and flame icon has been used for the organization as a whole and each of the Legacy Sites. The original icon, with subtle updates to strengthen the identity, remains the parent logo for the Olympic Authority. The new parent logo has minor differences in appearance from its former version, including a minor softening to the icon’s sharp edges and an update to the typeface that improves its legibility and makes it bolder.
“This visual change in our brand identities and the positive changes ORDA has accomplished at each of these venues signify that our region’s treasured Olympic legacy is alive and well. The Legacy Sites are destinations in and of themselves, now and into the future,” stated Michael Pratt, President & CEO.
In addition to separate logo marks for each venue, the collective Lake Placid Legacy Sites, an umbrella term for the four Olympic Region venues, will be represented with a complementing typeface and mark. The rollout of the new logos includes brand guidelines and different file types depending on the application. Gore Mountain updated its brand identity in 2019, and a brand identity update for Belleayre Mountain is being planned for next year.
“This is an exciting time as we approach the FISU World University Winter Games,” says Darcy Norfolk, Director of Communications. “This will be Lake Placid’s largest event since the 1980 Olympics, and the new logos are a visible indication of the scope of the work to date and the future beyond them.”